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Katie Austin normally publishes fitness content to her Instagram and YouTube channel. But this week, she’s been posting a steady trickle of content from New Orleans.

That’s because Austin, 31, from California, is one of hundreds of creators who have swarmed the Big Easy for Super Bowl 59, getting paid large contracts to make social media content for big-name brands like Electronic Arts and Nike.

Austin was sent to New Orleans this week by Snap and the NFL to give her fans a behind-the-scenes look at the Super Bowl. She’s also involved in integrations around the games with brands like Microsoft and Verizon, for whom she is hosting a promotional fan event.

“I can reach a lot of people myself,” said Austin, who has about 2 million followers across all platforms. “So sending a creator like me to an experience, I am engaging my followers to get that awareness.”

As the 2024 NFL season concludes, viewership and engagement among Generation Z and Generation Alpha has hit a record high, according to the NFL. Austin’s role underscores a new reality where online creators are treated just like traditional celebrities, in an attempt to attract younger audiences to football.

The NFL has made this push in partnership with social apps like YouTube and Snapchat, highlighting the league’s evolving marketing strategies that are increasingly focused on digitally native audiences.

“You start to look at these different cohorts of fans, especially the ones that are a little more difficult to reach through linear and you start to see the role in which creators can play and broaden that audience,” said Ian Trombetta, NFL senior vice president of social, influencer and creator marketing. 

For this year’s Super Bowl, featuring the Kansas City Chiefs and Philadelphia Eagles, brands like Nike and EA are sponsoring creators to attend the event and post content.

Austin didn’t say how much she’s getting paid for the content she’s making at Super Bowl 59, but some brands have signed deals of up to six figures with some creators to promote the event, said Victoria Bachan, global president of Sixteenth, a creator talent management company.

“You can no longer really have a media strategy for tentpole opportunities like this that do not include a creator level,” said Bachan.

Brands are increasing their spending on influencer activations for this year’s Super Bowl between 25% and 35%, and they’re diverting funds from traditional TV-only advertising to do so, according to a study by Captiv8, an influencer marketing platform.

The push for creators comes after concerns about younger audiences’ lack of interest in sports had grown. A 2022 Emory Goizueta Business School study found that 27% of Gen Z identify as “anti-sports,” compared with 7% of millennials and 5% of Generation X.

The NFL’s push to engage creators, which began in 2019, has already paid off. The percentage of Gen Z and Gen A who identify as fans has grown steadily for the last three years to an all-time high as the league’s investment in creators has grown, according to the NFL.

Besides Austin, Snapchat sent a handful of other creators to the Super Bowl to post behind-the-scenes content using augmented reality filters.

Meanwhile, YouTube, which secured a $2 billion-per-year deal for the rights to “NFL Sunday Ticket” in 2022, has established itself as pivotal to connecting the league with digital audiences. This year, YouTube will debut as the first official sponsor of the Super Bowl Tailgate, which will feature events with top creators like Kristy and Desmond Scott and a livestreamed performance by rapper Post Malone before the game on Sunday.

To adapt to these changes, the NFL has eased up on restrictions around the use of official league footage by creators on their YouTube channels. 

The league and YouTube in January expanded their “Access Pass” program to allow retired NFL players like Cam Newton, Jason Kelce and Kurt Benkert to use league footage in their videos. 

“There’s this pathway now that certainly did not exist five to 10 years ago,” Trombetta said. “It’s really cool especially as these athletes showcase more of their personalities off the field.”

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China’s AI wearables market is already booming: From the practical to peculiar

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China's AI wearables market is already booming: From the practical to peculiar

China Lens: Beijing betting big on AI devices

China’s artificial intelligence device market is already booming, and in the advanced technology race against the U.S., the country’s expertise in hardware could give it an edge.

“The advantage comes from the fundamental root that China is a nation of manufacturing,” Dr. Kai-Fu Lee, CEO of 01.AI and chairman of Sinovation Ventures, told CNBC. “Today, the competition is on the software, the models, the agents, the applications. But soon it will move to devices.”

Meta has sold millions of its smart glasses since introducing the specs in 2023, and the Chinese have caught on, with more than 70 Chinese companies creating competing products in the space.

Eyewear from companies such as Inmo and Rokid are sold worldwide. Xiaomi and Alibaba‘s are found only in China and are embedded with the tech giants’ own AI.

Alibaba’s DingTalk, a messaging platform for the workplace, this year released a credit card-sized AI gizmo meant for note-taking on the job.

The DingTalk A1 can record, transcribe, summarize and analyze speech from as far as 8 meters (26 feet) away, about the length of a large boardroom.

The device is similar to the Plaud Note, which is available in the U.S.

The device experimentation in China spans from the practical to the unconventional.

Chinese startup Le Le Gaoshang Education Technology released a “Native Language Star” brand translating gadget aimed at Chinese parents with limited English to teach English to their own children.

Read more CNBC tech news

The contraption, which is looped around the back of a user’s neck like a travel neck pillow and comes down toward the chest, has a sort of muzzle unit that goes over the mouth and mutes the user’s own voice.

The unit is embedded with Tencent and iFlyTek AI and is billed as a way to turn an English-speaking Chinese parent into a “laowai,” or foreigner. It retails for $420.

Having so many hardware touchpoints helps with adoption and with getting people used to the technology. It’s also a boost for companies to gather a war chest of data compared to other countries, analysts say.

“When you still hear people outside of China talking about what the future of the AI device might be, the market is full of AI devices here already,” tech consultant Tom van Dillen of Greenkern said at his office in Beijing. “This creates this feedback loop again to make the AI even better.”

Yet an edge in hardware is far from a guarantee to win the AI race, especially if China’s AI lacks appeal with global customers due to privacy or other issues, or if it falls well behind its counterparts in the U.S. or elsewhere.

“You really have to be that Apple iPhone to reap the most of the reward,” Lee cautioned, referencing late entrepreneur Steve Jobs’ invention that is often seen as one of the most transformative consumer products ever. “I think the China advantage for building the Apple iPhone for the AI age is that the capabilities are there — engineers and entrepreneurs, and so on. But it will still be a race.”

U.S. Commerce Department to allow exports of Nvidia H200 chips to China

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Trump greenlights Nvidia H200 AI chip sales to China if U.S. gets 25% cut, says Xi responded positively

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Trump greenlights Nvidia H200 AI chip sales to China if U.S. gets 25% cut, says Xi responded positively

Pres. Trump: Will allow Nvidia to ship H200 products to approved customers in China, U.S. to get 25%

President Donald Trump on Monday said Nvidia will be allowed to ship its H200 artificial intelligence chips to “approved customers” in China and elsewhere, on the condition that the U.S. gets a 25% cut.

Chinese President Xi Jinping “responded positively” to the proposal, Trump wrote in a Truth Social post.

The policy “will support American Jobs, strengthen U.S. Manufacturing, and benefit American Taxpayers,” Trump wrote.

“The Department of Commerce is finalizing the details, and the same approach will apply to AMD, Intel, and other GREAT American Companies,” he added in the post.

Both Nvidia and chip rival AMD, short for Advanced Micro Devices, agreed in August to share 15% of the revenue from China chip sales with the U.S. government. But around that same time, China reportedly warned companies against using the H20 AI chip that Nvidia designed especially for the country.

The H200 is a higher-grade chip than the H20, but not the company’s top-of-the-line product.

Nvidia shares climbed earlier Monday on news that the Commerce Department was set to approve the China sales, but later pared those gains. The stock rose about 2% after hours.

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Nvidia (NVDA) and Advanced Micro Devices (AMD) stock prices

“We applaud President Trump’s decision to allow America’s chip industry to compete to support high paying jobs and manufacturing in America,” a spokesman from Nvidia told CNBC in a statement.

“Offering H200 to approved commercial customers, vetted by the Department of Commerce, strikes a thoughtful balance that is great for America,” the spokesman said.

Semiconductors, which are key components in nearly every category of electronics, are at the center of the AI race between the U.S. and China.

They have also played a role in the tumultuous trade relationship between the two economic superpowers.

Read more CNBC tech news

When Beijing imposed export controls on rare-earth minerals, which are used in the production of some high-end chips, the Trump administration threatened to massively increase tariffs on U.S. imports from China.

After meeting in South Korea in late October, Trump and Xi struck a tentative trade truce in which China committed to end “retaliation” against U.S. chipmakers, according to the White House.

Trump said after that meeting that he discussed the export of Nvidia chips with Xi.

CNBC’s Kristina Partsinevelos and Kif Leswing contributed to this report.

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Broadcom is firing on all cylinders, and Wall Street can’t get enough of the stock

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Broadcom is firing on all cylinders, and Wall Street can't get enough of the stock

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