In the middle of Taylor Swift's Eras Tour, her then-boyfriend, Travis Kelce, materialized onstage wearing a top hat and grinning ear-to-ear. He clicked his heels, cradled Swift in his arms, and mimed putting makeup on her face during a well-rehearsed skit, hitting all his marks as a member of her supporting cast.

While tens of thousands of fans in London's Wembley Stadium screamed their approval, none had shelled out money for tickets to see Kelce. His cameo was the mere cherry on top of Swift's monumental career achievement: She'd set an attendance record for the venue and generated an estimated $1 billion for the UK economy.

Not that Kelce seemed to mind playing second fiddle. In fact, he said it was "an honor" to dip his toe into Swift's world, casting himself as a superfan who got luckier than most.

"You can do no wrong when Taylor's onstage," Kelce said on his podcast. "She's the best to do it."

Kelce is a star in his own right, an athlete on track for the NFL Hall of Fame. Yet Kelce's reported net worth is dwarfed by Swift's multibillion-dollar fortune, and this summer's headlines about his return to football can't resist shoehorning in a mention of his and Swift's recent wedding.

Off the field, Kelce's prestige is not threatened by Swift's success but is perhaps even bolstered by it. He belongs to a new wave of secure Hollywood husbands: male celebrities whose enthusiastic endorsement of their high-earning wives makes them more endearing and, crucially, more bankable.

Think: Tom Holland, Spider-Man himself, interrupting his own interview at a "Spider-Man" premiere to admire the glamorous arrival of his wife, Zendaya. (This has happened not just once, but many times.) Holland also told Men's Health that he doesn't join Zendaya on non-Marvel-related red carpets because "it's not my moment, it's her moment."

Or consider the musician Benny Blanco, who said he's so afraid of flying that he literally took a boat across the Atlantic Ocean to lay eyes on his billionaire wife, Selena Gomez, who's currently in London filming her Emmy-winning TV show. "The things we do for love," he wrote on TikTok.

This pattern offers a refreshing contrast to the more common reality, which is that divorce rates in heterosexual couples rise significantly when a woman is more professionally successful than her male partner.

It may also offer an escapist balm for the women in question. Celebrity culture thrives by reflecting our own desires like a gilded mirror — and husbands like Kelce, Holland, and Blanco represent an alluring ideal for women at a time when many are outpacing their male counterparts in the labor market. Women outnumber men in medical school and law school; they earn more bachelor's degrees; and they hold more jobs in the US as of March, according to a survey conducted by the Indeed Hiring Lab.

"That concept of a supportive husband is really appealing to women in 2026," Mike Fahey, the founder and CEO of the PR agency Fahey Communications, told Business Insider. Plus, famous hype husbands who are loving and supportive enjoy the added bonus of being "more marketable," Fahey said.

A female breadwinner isn't exactly a new phenomenon, but as women accumulate more cultural and economic clout — and as prominent men publicly celebrate that trend — the strict "alpha male" archetype loses its luster.

"We're reimagining what masculinity looks like," Fahey said. "As more of those couples take A-plus-list status, others follow suit. You just need one trailblazer to really change the game for the rest of Hollywood."

'They're more than just the alpha male. They're the modern male.'

The social media era has transformed celebrity branding, turning descriptors like "real" and "relatable" into high praise. Now more than ever, it pays for celebrities to put their dimensions on display, be it via Instagram posts, red carpet appearances, or paparazzi shots. One of the best ways to do so is by giving fans a glimpse into their relationships.

"This is a really important place for men to show that they're more than just the roles they play," Fahey said. "They're more than just the alpha male. They're the modern male."

Take someone like the rapper A$AP Rocky, who rose to fame with songs like "Peso" and "F**kin' Problems," which feature lyrics in which he brags about his groupies and his own pretty face. Rocky still releases popular, braggadocious music — and his latest album, "Don't Be Dumb," debuted at No. 1 on the Billboard 200 in January — but now, he also spends a lot of time gushing about Rihanna, his longtime partner and the mother of his children, not to mention a beloved hitmaker and Fenty Beauty billionaire.

"So much better when you got 'the one,'" Rocky told GQ when he confirmed their relationship. "She amounts to probably, like, a million of the other ones."

Unlike the trite "wife guy" archetype — the kind of man who builds and sustains his entire image on his marriage, to the point that it can read as performative — Hollywood's hype husbands have plenty going for them on their own. Kelce has Super Bowl rings, and Holland has record-breaking box-office achievements. Blanco made hit songs like Rihanna's "Diamonds" and Katy Perry's "California Gurls" long before he teamed up with his pop-star wife for a collaborative album, 2025's "I Said I Love You First."

Peter Mancusi, a PR professional and communications professor at Northeastern University, said the distinction comes down to self-sufficiency and confidence: It's not "I need you," but "I want you."

"It's not like these men are drafting their wives to become famous themselves. They're already, in their own realms, famous," Mancusi explained.

"Confidence is really about doing what these men are doing, which is supporting their partners," he continued. "It's to say, 'I'm confident enough in who I am to be very supportive of her spectacular career.'"

Want to win over female audiences? Supporting your wife is a good place to start.

In Rob Sheffield's book, "Heartbreak Is the National Anthem: How Taylor Swift Reinvented Pop Music," about Swift's impact on the music industry, he quotes Smokey Robinson: "Women make show business," the singer-songwriter and producer told Rolling Stone in 1979. "Men contribute to the thing, but women actually make show business happen."

Sheffield argues that Swift knows this all too well, but I would argue that her husband Kelce does, too. When he proudly declares that his favorite Taylor Swift song is "Blank Space," or he's caught filming the Eras Tour on his phone, Swifties are eager to rally behind him. He becomes one of them.

"Being this famous football player and having this supportive, softer side to him — he's into the music, into what his wife is about — is very appealing, especially to women," Mancusi said. "He's got unlimited possibilities because of his relationship."

Women and girls are the driving force behind fan culture — often as early champions of male celebrities they find charming and non-threatening, from The Beatles to Harry Styles to the stars of "Heated Rivalry." History shows that winning over female audiences can be a fast track to stardom.

"I think that women are more likely to click 'Follow,' they're more likely to click 'Like,' they're more likely to visit your TikTok shop," Fahey said. "Getting women on your side makes your brand much stronger. It makes your longevity much stronger. It makes your marketability much stronger and your prospects limitless."

Melvin L. Williams, a communications and media studies professor at Pace University, agreed that famous men like Kelce, Blanco, and Callum Turner, who recently wed pop juggernaut Dua Lipa, are "keenly aware of the economic benefits" of wooing the crowds who flock to their famous wives.

"Each man's next business venture or media appearance has the possibility of a highly profitable endorsement from a notable figure like Selena Gomez, Dua Lipa, or Taylor Swift," Williams said.

Indeed, after Kelce began dating Swift, NFL viewership spiked — particularly among teenage girls — and sales of Kelce's jersey surged nearly 400% when Swift made her first game-day appearance. Kelce's brother, former NFL player Jason Kelce, has credited Swift with introducing their family to a whole new demographic.

Meanwhile, Blanco's joint album with Gomez sold more in its first week than any other album in his discography, and rumors are swirling that Turner — who was previously best known for starring in the embattled "Harry Potter" spinoff series, "Fantastic Beasts" — is being eyed as the next James Bond.

So whatever you want to call it — modern masculinity, savvy branding, or simply being a good husband — being in love with a commercial juggernaut has its perks. For Hollywood's hype husbands, a happy wife makes for a lucrative life.

Ashton McGrady was horrified to discover that TikTok had slapped an "AI-generated" label on a post she'd made for Disability Pride Month.

The creator had spent hours making a collage of images, stickers, and advice.

"It was really jarring to me, because that's not something that I personally align with, and neither does my audience," McGrady told Business Insider. "The whole point of being a creator is to create myself." The post later had its AI note removed without explanation.

McGrady's upload was one of the billions that TikTok says it has flagged using a mix of human labeling and automated tools. McGrady said she had a similar experience with a different post on Meta-owned Instagram, too.

Platforms like TikTok and Instagram say AI labeling offers more transparency to viewers, but the inexact processes have led to misclassifications, seven creators say. Some platforms acknowledge they're not always accurate at spotting AI, using phrases like Meta's "likely created or modified with AI" to hedge. For creators, even the suggestion that they've published AI content can feel damaging to their reputations.

Gregory Littley, who frequently posts photography to his Instagram, said several of his posts — which include scans of physical Polaroids — say that the "content in this post may have been modified with AI."

"I cringe when I see that label," Littley said. "I cringe even more when I know it's not true."

These labels could have real consequences for creators in a time of intense AI backlash. It's particularly relevant in the $12 billion US influencer marketing industry, where authenticity and human connection are paramount. An AI hiccup can turn an audience against an influencer. YouTuber Hank Green, for example, recently apologized after coming under fire for using ChatGPT to help research a script.

"It's literally the Scarlet Letter," creator Lissette Calveiro said about AI labels and accusations of producing AI-assisted work. Some brands have begun adding stipulations in campaign briefs that creators can't use generative AI.

In recent weeks, AI has been thrust into the center of the creator conversation. Substack's CEO took a shot at AI-generated LinkedIn posts while debuting a new AI detection partnership. Days later, LinkedIn announced a button to flag suspected "AI slop." YouTube has been pulling down channels that host "low-quality" AI content, and Snapchat has made videos wholly generated by AI ineligible for recommendation in its short-form video feed, Spotlight.

Both openly using AI and promoting AI companies are increasingly seen as risky in creator economy circles. The concern is warranted. Influencers who attended a recent luxury retreat hosted by OpenAI faced immediate online backlash.

"There's a PR issue with AI as it relates to taking people's jobs and environmental concerns around data centers," said Eric Bogard, CEO of the talent firm UnderCurrent Management. "Creators are hesitant to promote AI companies as a result."

At the same time, there's no real path of purity as an influencer traversing content creation in 2026. Nearly every platform automatically uses or pushes AI tools, from Adobe Photoshop to TikTok's CapCut. In many ways, AI tools have helped creators balance the workload of managing their social media accounts and brand deals, as well as brainstorming.

Companies like OpenAI want creators to be more open about their use of AI.

Charles Porch, who OpenAI poached from Meta this year to lead creative partnerships, recently told Business Insider that part of his job is getting creators to "come out of the closet" about using AI.

"Whether creators choose to share how they use AI publicly is entirely up to them," an OpenAI spokesperson said.

AI's 'PR issue'

AI is infiltrating many aspects of modern life — and content creation is no exception.

A May survey of 16,000 creators conducted by Adobe, in partnership with The Harris Poll, found that 75% of creators who had used or tried creative AI described it as "integrated or essential to how they work."

Not all creators want to admit that publicly, though, lest they wear the AI "Scarlet Letter" on their chest.

YouTube creator Billy Yue, who goes by 8illy, isn't shying away from AI. He even made a promotional video for Anthropic's Claude in November. Still, the creator, who regularly features hand-drawn animation in his videos, added a disclosure at the end of his most recent YouTube upload that "no AI was used" in the production. He wanted fans to know that he'd drawn 1,800 illustrations for the project.

Broader public opinion is shifting, and creators feel it.

The influencer marketing agency Billion Dollar Boy found that the share of consumers who viewed generative AI as a "negative disruptor" increased from 18% in 2023 to 32% in 2025. Those who saw it as a "positive disruptor" declined from 34% to 31%. The firm surveyed 4,000 consumers ages 16 or older in the UK and the US.

"Part of this backlash is every platform is filled with slop," said Max Spero, CEO of AI detection startup Pangram. "It feels like the algorithms are shoving it in your face. It feels like it's harder and harder to find things made with craft by real people." Pangram recently partnered with Substack on an integration that detects whether — and how much — AI was used in writing newsletters and comments.

Concerns about "AI slop" have become a focus on platforms like TikTok, Instagram, and YouTube, which all have automated AI detection tools that help identify content that is either entirely AI-generated or substantially edited with AI.

Lawmakers have also gotten in the mix. The European Union and New York state recently developed laws requiring brands to inform viewers when AI-generated characters appear in ads.

AI labels aren't foolproof

As platforms have rushed to ramp up their AI labeling, creators like McGrady say they have become the victims of false positives.

Lindsey Lee Lugrin, a content creator and model, recently posted some paintings she had made by hand. However, her Instagram posts included a label that said they were "likely created or modified with AI."

In some instances, using popular editing tools like Canva or Adobe's Lightroom resulted in content on Instagram, Threads, and TikTok being flagged as potentially AI-generated.

While third-party platforms like Pangram can assist with AI identification, none are completely accurate. (Substack added options in its AI detection feature for creators to dispute a Pangram assessment, explain how and why they used AI, and even disable the tool altogether.)

Slip-ups can be a risk for both creators and brands.

McGrady said that if a post made in partnership with a brand was flagged as AI, it could "harm your relationship with the brand."

Advertisers are well aware of the public backlash an AI-heavy ad can bring.

Brands are taking proactive action to prevent this. Five creators and talent managers said there had been an increase in clauses in partnership briefs and contracts that explicitly state that creators cannot use AI in parts of the content process — particularly in scriptwriting, captions, and visual edits.

"If you're a brand, you obviously don't want to see an influencer you hire have a 100% negative comment section," said Jack Appleby, a relatively AI-positive creator and social media strategist. "If you're not an AI brand, you probably avoid AI right now, just because there's no reason to risk it."

There is no escaping the AI era

Despite the blowback, AI pervades many aspects of content creation.

Photo and video editing apps use it, whether loudly or under the hood. If you use Instagram's fancy font tools when making a Story post, it will trigger a tag that says the text has been "restyled with AI."

"It's really difficult to have a fully AI-free experience right now, no matter what line of work you're in," Calveiro said. "I think a lot more people are using it than they want to admit."

There are real benefits to some tools, too.

"I very frequently tell my audience that there are ethical and moral reasons to use AI. When I do, it's from an accessibility perspective," McGrady said. "But I am a person who proudly says that I do not use generative AI."

The backlash against creators' use of AI may ease in the coming months as AI-powered creative tools become ubiquitous. Labeling efforts could shift toward flagging only fully AI-generated posts.

More transparency about how AI is used could reduce headaches for creators and platforms alike, making room for them to explore how the tech can expand their creativity.

"I'm very honest about how I use AI," Appleby said. "I don't really run from it. If a piece of content entertains or educates or provides value to somebody, for the most part, they shouldn't really care."

Brian Rezendes anticipates his retirement years will be filled with AI agents, algorithms, and APIs — along with the occasional vacation with his wife.

Rezendes, a former pool business owner, retired in April from a retail job in rural North Dakota. Like many retirees, the 64-year-old envisioned his post-work years as a time to relax, travel, and stay active. He did not expect to be neck-deep in conversations with chatbots, vibe coding websites, or building YouTube channels. Though he'd always been interested in technology, he rarely delved into the deeper plumbing behind it until a few years ago, when he became immersed in AI. Nowadays, he spends almost all of his time building apps… until the real world comes calling.

"My wife gets a little bit jealous when I spend too much time on the computer," Rezendes says.

Retirement has gone digital. In recent interviews, 15 retired Americans admitted they and their friends are glued to their screens, perhaps to a fault. Hours they could have spent tidying up the house went toward learning the best AI tools and, as three tech-savvy baby boomers put it, "staying current." Some post-career Americans who moved abroad said tech is all the rage in their beachfront expat communities. Retirement communities have swapped watercoloring for AI education. Starting an AI-powered business replaced the golf course. ChatGPT is the new nurse's assistant. Robots are some older Americans' new best friends.

Dee Humphrey is among them. The 73-year-old in Schenectady, New York, has used a companion robot called ElliQ for over three years. And while she's waiting for a new version to arrive, she's been having "withdrawals because I can't do anything with her."

The new reality of retirement isn't all screen addiction. Some of this development has been a boon for older people navigating a new phase of life. In Austin, Edward Perry, 72, said that he used AI after a terminal cancer diagnosis to "help me with living as rich and full a life in what time I have," including managing his health and finding ways to be more present in his family's lives.

"As I'm getting older, I have more aches and pains, but with utilizing these new technologies, I'm going to be able to do more and more," Rezendes says.

Many others acknowledged the risks of getting too hooked on tech. Most knew that relying too heavily on AI meant losing agency and receiving potentially faulty information. Others said being too invested in tech could mean less time staying active. Some noted that after decades of work, these were their years to relax, but they couldn't bring themselves to close their MacBooks.

If Gen Z is the first generation to grow up on the internet, baby boomers are learning how to be the first generation to retire on it.

Unexpected and omnipresent

For those in retirement, screen time of all types has been increasing. Surveys show that adults 65 and over almost doubled their YouTube consumption on TV from 2023 to 2025, and older Americans spend over four hours a day in front of screens. Brittne Kakulla, senior research advisor for AARP Research, says the group's Tech Trends survey found smartphone ownership among adults aged 50-plus skyrocketed from 55% in 2016 to 90% in 2025. Perhaps more striking was the number of older people trying out AI. Use nearly doubled from 2024 to 2025, from 18% to 30%, and many more said they are interested in experimenting.

Nearly all older tech superusers I spoke to were surprised by the amount the tools had become integrated into their retirements. Jan Friedlander, 81, used online databases in her real estate career, but only became hooked on tech a few years ago after she left her job. As she battled cancer and macular degeneration, she used AI to guide her treatment, and soon found herself relying on it to research clothing, plan vacations, and more. As she became more prompt-savvy, she felt confident enough to start teaching her peers.

"I've always had a curiosity about things that would come along that were new," Friedlander says.

She also began facilitating AI classes in Denver for those 50 and over with her friend Pat Smith, 73. Smith, who has a more technical background in consulting and pharmaceuticals, says the classes have attracted many "eager retiree students." Smith also sees both sides of the AI boom. On the positive side, she submitted her lab work to ChatGPT after having a reaction to an antibiotic, prompting her to follow up with her doctor and allergist. But she also bemoans the disappearance of human customer service and the online portalization of medical care. To combat the AI creep, Smith has monitored her tech usage, maintained a regular exercise schedule, and worked on mosaics.

"I have friends who are losing their mobility, moving into assisted living, and have gotten terminal diagnoses, and I know that's all around the corner," Smith says. "I'm hoping I get some more time to do what I've been enjoying the last few years."

Working with tech

While cutting-edge tools have become a retirement fascination for some, many older Americans are unexpectedly working into their later years and, by extension, learning new tech tricks. For my 80 Over 80 series, I spoke with dozens of workers in their 80s, many of whom couldn't afford to retire and now had jobs that required AI. At 72, Marcia Sweet's home is fully synced with robot vacuums and smart lights, and she runs a tech support business in Bradenton, Florida. She can't afford to stop working, as the extra money goes toward financing her eventual long-term care, and she hopes AI can supercharge her business.

"I'm still like a little kid with a toy about technology, with the same kind of excitement," Sweet says. "I'm kind of addicted."

Other older workers used tech to pivot later in their careers. A decade ago, Laura Noren, now 61, was weary of her career as a registered nurse, so she opted for an unexpected route — IT classes at a local college in Michigan. The learning curve was massive, as most of her 18-year-old classmates grew up steeped in tech. She later supplemented these classes with online courses on programming languages and databases.

"I envisioned myself retiring at 60 and no later than 62. My husband and I would be fully retired and never work again, moving into a condo and doing plenty of traveling," Noren says. Instead, "he left his job earlier than planned as a corrections officer, and I was managed out of my company. We had to change our plans."

The courses didn't necessarily prepare her for her current job as an Amazon Flex driver, which gives her the flexibility to care for her "technophobic" 84-year-old mother with memory issues. But her skills have come in handy when teaching her mother how to add phone contacts to favorites or avoid scams, and Noren hopes to find work down the line that better suits her skills. She still hopes to have some version of the retirement she envisioned years ago, but expects tech to play a bigger role.

Others who returned to school in their later years said they've integrated age tech into their lives for peace of mind. When Mark Bayer, 63, decided to retire from his community banking career at 60, he thought, "I will never have to sit through another damn Zoom meeting again, and I'll be the happiest person in the world." To his surprise, he began teaching English as a second language over Zoom and reenrolled in college to be "exposed to new ideas from younger minds." Bayer, who lives in Pennsylvania, expected his classmates to debate and brainstorm ideas off the top of their heads, but they all went to ChatGPT instead. Initially, he was dumbfounded. But when he saw the list of ideas for a group discussion, it exceeded what he would've come up with.

Ignoring AI, he says he realized, "is a way to say I'm done learning anything new, which is self-limiting."

There have been downsides: He's noticed that disconnecting from tech has become harder. He admits that if he gets a call while mowing the lawn, he will stop to pick it up. His wife is the same way, sometimes scrolling Instagram for hours without noticing. He hasn't quite erased the idea that face-to-face interaction has some merit, though.

A robot-enabled retirement

Many new high-tech tools are being built to help older Americans remain healthier and safer in their homes and assisted living communities. Chia-Lin Simmons, CEO of medical alert devices company LogicMark, tells me that technology in caregiving has become a necessity rather than a luxury, with the potential to predict falls and detect Alzheimer's early. AI is being trained to track behavioral patterns and health outcomes, though it sometimes falls short at triaging calls and often erases the human element, isolating older Americans who need the company most.

Some boomers are ready for this Jetsons-like future. Take Michelle Murphy, 64, who is pursuing an MBA with a concentration in AI. A photographer and instructional designer in Michigan, Murphy says her focus in her 60s has been pivoting to a new career— retirement isn't a good fit, she says. Down the line, she isn't opposed to using robotic healthcare workers to avoid assisted care, though she's keen on not becoming overly reliant on tech due to privacy concerns. For now, her goal is to get her coffee pot to start automatically.

"If there's an automation that can help me do the things I need to do, mow the grass for me, pick up heavy things, whatever it is, I'm totally on board with that," Murphy says.

There is a big market in making the idea of robot-assisted care a reality. Investment in age tech has boomed, particularly in products that make caregiving easier, like smart home automation devices, companion robots, and motion sensors. AARP predicts that by 2030, the age-tech market will be worth $120 billion. And given the rise, many hope age tech can alleviate some of the burden for younger generations.

"We've got 63 million family caregivers, 70% of them in paid jobs, and we're very familiar with childcare, but elder care is not well understood," said Diane Ty, managing director of the Milken Institute Future of Aging. "That's what's breaking the backs of so many workers right now."

Plenty of people and investors I spoke to also hope AI and other age tech can slow cognitive decline. However, various studies have shown that AI assistants contribute to reduced cognitive engagement and skill atrophy, meaning in some ways, relying too much on AI works counter to what these super-users may think.

80 is the new 25

As I wrote last year, America's octogenarians have been embracing tech in surprising ways. Frank Engelman, 82, has created apps, runs a YouTube channel, and writes a Substack about tech education. Luis Bautista, 82, told me he was using AI to write a book and start a business that he one day wants to pitch to Y Combinator. Phyllis Scalettar, 80, began an AI education and consulting firm. Karen Shapiro, 80, said this month that she uses AI for everything from planning vacations to Italy to managing finances — "tech will make life less confining and more enjoyable as we age," she says.

Study after study shows loneliness continues to grow among older Americans. According to AARP, 40% reported feeling lonely last year, up from 35% in 2018. Tech may be partly to blame, as an increasing number of older Americans are addicted to their phones — one survey found that 40% of the over 2,000 respondents ages 59 to 77 felt discomfort when pulled away from their devices.

For a lot of Americans, however, tech is a way to make the most of their golden years and to stay healthy for longer.

Marvin Honig, 88, takes AI courses, set up NotebookLM files for his St. Petersburg, Florida, condominium board, and use advanced tech to manage trust accounts for former law clients. Perhaps this could've been expected from an early tech adopter who received tech support from a young Michael Dell. Still, seeing many of his neighbors using all sorts of tech was perhaps not on his bingo card, and many of his interactions now revolve around tech recommendations and support. Like many older techies, the tech wave has also allowed him to luxuriate in the disconnected part of his life, from visiting museums and restaurants to attending in-person community events — he gets there using his Tesla's self-driving feature.