ShopBack, the Singapore-founded cashback and loyalty platform with more than 20 million active users across 13 markets, launched “SparkHub,” an AI-powered platform designed to connect brands with creators and track the purchases that creator content generates.

SparkHub links creator posts to tracked sales inside the ShopBack app, where shoppers earn cashback on purchases made after seeing content from creators they follow. The platform targets Gen Z and college-age shoppers specifically.

“Younger shoppers already discover products through people they follow and trust,” said Carolina Paradas, General Manager of North America at ShopBack, in a press release. “SparkHub helps brands show up in those moments with creators who fit their audience, while giving shoppers Cashback when they buy through ShopBack.”

The platform offers two participation tiers. “Spark Ambassadors” share referral links and earn when referred users join ShopBack and make a first purchase. “Spark Creators” apply to paid brand campaigns and can use SparkHub’s AI Studio, an AI-assisted drafting tool, to produce content, with creators retaining final control over voice, facts, and disclosure before publishing.

SparkHub formalizes creator work ShopBack had already been building in the U.S. with student creators, Spanish-language creators, NIL athletes and Gen Z content creators. The national launch includes early recruitment in Texas through ShopBack’s partnership with University of Texas Athletics.

As part of the rollout, ShopBack named Dallas Cowboys Cheerleader and “America’s Sweethearts” cast member Faith Ward as SparkHub’s Q4 ambassador. Ward will mark the launch at the Texas Longhorns’ home game against Florida in Austin on October 17 and will create content throughout the holiday shopping season, including the lead-up to Black Friday and Cyber Monday.

Brand partners already on the platform include Sephora, Belk, Meta Glasses, Foot Locker and Gap, which can use SparkHub to find creators, send campaign briefs, approve content and track purchases generated through ShopBack links.

“As a Spanish-speaking creator, I especially love seeing ShopBack make space for more creators and communities,” said Gaby Escobar, one of the creators building on SparkHub. “I think it’s a great step toward making brand collaborations more accessible for everyone.”

ShopBack launched its U.S. operations, based in Austin, in 2025. The company says it powers more than $5.5 billion in annual sales for over 20,000 brands and retailers globally, and customers have earned more than $900 million in cashback to date.

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