Creator commerce platform Howl has paid out $100 million to creators and generated $1.1 billion in sales in just three years by focusing on high-consideration purchase categories that traditional affiliate programs neglect. The New York-based company has built specialized tools for gaming, consumer technology, and wellness creators, three fields where expert opinions directly influence consumer spending, but where monetization options have historically been limited.

Founded in 2022 by Li Haslett Chen, Howl serves a dual market of content creators seeking monetization opportunities and consumers making purchase decisions in categories including gaming consoles, premium headphones, and fitness wearables. The company connects these creators with major brands such as Samsung, Target, and Walmart, offering higher commission rates than conventional affiliate programs.

“Crossing $1.1 billion in creator-led sales with $100 million paid out proves something simple: shopping has evolved,” Li explains. “The future of shopping isn’t just more catalogs or smarter algorithms. It’s voices you trust saying, I tried this. I broke this. I loved this. I need this. Once you’ve tasted that kind of dialogue, you don’t go back.” 

Li, who previously founded Narrativ and held board positions at Warner Bros. Discovery and American Express (Digital), possesses extensive experience in digital marketing and commerce. Her background informed her thesis that as shopping shifts from search engines to AI assistants, the role of trusted human expertise becomes more critical, not less.

Unlike impulse buys or style-driven purchases, Howl focuses on products where functionality, durability, and performance matter most.

“We built Howl because we saw this shift coming,” Li says. “The first wave of creator commerce was only the beginning. Today, our $1.1 billion milestone shows how central creators already are and how indispensable they’ll be to the next era of AI-driven shopping.”

Improving the Affiliate Relationship

For many professional creators, affiliate marketing has long been a frustrating revenue stream despite its potential. According to Li, traditional programs often offer low commission rates, provide limited performance information, and lack the tools needed to optimize content for sales conversion.

Howl directly addresses these pain points by developing a platform that provides creators with clear visibility into their impact while maximizing their earning potential. 

The company’s approach centers on real-time analytics that show creators exactly which content drives engagement and conversions, allowing for immediate optimization rather than waiting weeks for performance metrics.

The Technology Powering Creators

Howl’s technical tools serve as the basis for its conversion rates, which the company reports are three times higher than industry standards.

“Superlinks,” one of Howl’s key tools, lets creators instantly generate authenticated tracking links during product launches. These links automatically track performance and feed into dynamic compensation based on sales impact. For gamers, athletes, and commentators new to creator commerce, Superlinks makes monetization straightforward and accessible by removing technical barriers that typically keep many creators from participating in affiliate programs.

The “Portfolios” feature complements Superlinks by giving creators exclusive, time-sensitive opportunities that drive campaign engagement. Brands use Portfolios to instantly share product launches, licensing deals, and promotional windows with their creator network. Features such as streamlined gifting applications, flat-rate pricing, and custom codes enable brands to activate top creators without the need for extensive manual research. According to Howl, brands using Portfolios experience 1.5 times faster program growth on the platform.

“That scale and diversity are exactly what AI shopping will depend on,” Li says. “It can’t be powered by a handful of sponsored posts or scattered content. It needs licensed, structured, constantly refreshed creator knowledge at an unprecedented scale.”

From Search to AI

According to recent Adobe research, generative AI traffic to U.S. retail sites surged 4,700% year-over-year in July 2025 – a sign that consumers are increasingly turning to AI-powered tools in their shopping journeys. This shift, according to Li, moves the conversation from active search to conversational guidance.

She noticed this trend early and positioned Howl accordingly. “We used to ‘google’ products. Now people are asking AI what to buy, and that shift changes everything,” she notes. “Traditional search feels like wandering a warehouse: endless shelves, endless scrolling. AI has the potential to feel different: more like stepping into a space where the right options are surfaced, explained, and put into context.”

This change presents a significant opportunity for creators who can provide the expertise and context that AI systems require. “They’re the trusted guides who bring products to life with real-world perspective, what’s worth it, what holds up, and what to skip. They turn shopping with AI from an overwhelming catalogue into a dialogue that feels clear, credible, and human,” Li says.

The creators on Howl demonstrate this value by going beyond basic reviews or unboxing videos. “Creators on Howl influence higher-stakes decisions by building lived experience over time,” Li explains. “They don’t just post once. They show the full journey: from setup and unboxing to performance in different environments, and how a product stacks up against alternatives.” 

Creating the Future of Commerce

As Howl marks its $100 million creator payout milestone, Li’s vision extends beyond current achievements to how AI and human expertise will shape shopping in the years ahead. Rather than seeing AI and human element as opposing forces, Li envisions a future where they enhance each other.

“I think the real breakthrough is using AI to make commerce more human,” she explains. “It’s not about balance, it’s about creating a new kind of empowered commerce.” 

She describes a future where AI might connect consumer intent directly with creators and makers: “Imagine a world where shoppers aren’t limited to what’s already on the shelf. They describe what they want (through prompts, images, even sketches) and AI turns that into a clear design brief. That intent can be connected directly to marketplaces where small businesses and independent makers custom-build products with shoppers.”

Looking further ahead, Li predicts a major change in the shopping experience itself. “In a few years, I don’t think we’ll ‘scroll to shop.’ We’ll speak,” she says. “We’ll describe what we need, and we’ll get an answer drawn from the most credible, relevant voices, not just data, but lived experience distilled into guidance. Agentic commerce will facilitate everything from purchases to returns.”

This vision, she adds, represents a shopping approach where the experience feels natural and conversational. “It won’t feel like ‘technology.’ It’ll feel like a trusted friend who’s tried the five versions, knows which one holds up, and can tell you what’s worth your money and what isn’t.”

With the creator economy growing, Howl plans to double its creator base by the end of 2026, targeting undermonetized creators in high-growth categories.

“Everything we’ve built ensures that real insights, and the people behind them, are supported and sustained, so that knowledge is captured, organized, and accessible at the moments people depend on them most,” Li says.

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