TIM launches creator platform to build consumer trust

Marcos Lacerda, Vice President of Brand and Communication at TIM, highlights a growing paradox in marketing: an abundance of content driven by artificial intelligence coupled with a scarcity of consumer trust. According to Lacerda, consumers are increasingly placing more faith in individuals than in institutions, a trend reflected in the Edelman Trust Barometer 2026 regarding societal insularity.

To address this, TIM has launched TIM House, a proprietary platform managed in partnership with Mynd and Stage. It is the first platform of its kind for a telecommunications operator in Brazil, designed for the management, training, and monetization of content creators. The project aims to move beyond isolated campaign hires by building a stable community of over 65,000 registered creators that can be mobilized for various communication and entertainment needs.