Xley is an AI and ML-powered platform designed to revolutionise collaborations between brands and creators. The platform was virtually launched by Union Minister for Culture and Tourism Gajendra Singh Shekhawat. Xley is an invite-only, creator marketplace that aims to simplify, optimise and elevate brand-creator collaboration. Mad Group, is the parent company of Xley, Mad Influence, and Creator United. Xley operates under the umbrella of Mad Group alongside Mad Influence and Creators United.
Xley claims to be one of its kind in India, whereas Mad Influence has emerged as a leading influencer marketing platform in Asia. There are approximately 5000 influencer marketing agencies in India, and Mad Influence is one among the top 10, reaching there within a time span of seven years. the agency claims. Creators United is an initiative by Mad Group that aims at positively influencing content creators and celebrating content in all its forms. It is an Asian creator’s festival. Its first session was organised in Goa in 2023, and the second one was organised in Mumbai.
Xley explains that it distinguishes itself through three core pillars: Advanced Audience Insights, Extensive Creator Discovery Tools, and Comprehensive Campaign Management and Performance Tracking. With access to over 200+ million creators across YouTube, Instagram, and TikTok (outside India) in more than 54+ languages, 10,000+ cities, and 150+ countries, Xley focusses on offering precision and reach, enabling brands to craft impactful campaigns that aim to resonate deeply with their audiences.
Key features of Xley include creator discovery, utilising over 25 advanced filters for demographic, language, niche, and audience interests; ML-powered Insights for campaign analysis and performance tracking; an effortless management dashboard to plan, execute, and monitor campaigns; Scalability to suit various campaign needs; and Data-driven decisions through advanced analytics to maximise ROI and refine marketing strategies.
Xley aims to empower creators by providing global visibility, access to aligned campaign opportunities, and a centralized hub for managing campaign-related activities. For brands, Xley enhances efficiency by automating manual processes like creator vetting and campaign tracking, improving ROI through data-driven insights, and extending global reach by connecting with creators across diverse languages and regions.
Mediasnews4u.com caught up with Gautam Madhavan, Founder, CEO Xley and Mad Influence
Q. How did the idea of Xley come about? How is it leveraging AI to enable automation and precision?
After running 2,000+ campaigns through Mad Influence, I realised something: most influencer platforms are glorified Excel sheets with filters. Brands struggled with discovering the right creators, measuring real ROI, and managing campaigns at scale.
On the other side, creators were lost in scattered brand deals and delayed payments. That’s when the idea of Xley was born — not as just another platform, but as an AI-first infrastructure to power the future of influencer marketing.
Xley is invite-only and designed to automate the chaos — with over 25 advanced filters for creator discovery, machine-learning-powered insights for campaign analysis, and a robust dashboard that lets brands execute and optimize collaborations end-to-end. With access to over 200 million creators across 150+ countries, Xley doesn’t just simplify influencer marketing — it transforms it into a data-driven, scalable engine.
Q. With economic uncertainty, are tightened brand budgets a threat to influencer marketing?
If the economy slows down, budgets will tighten — that’s a reality. But that’s exactly when efficiency and performance matter more than ever. Influencer marketing will survive — but fluff won’t. Brands will no longer spend for vanity; they’ll spend for value.
That’s where Xley becomes essential. We help brands track ROI in real time, run performance-linked campaigns, and discover the right creators at the right price. In uncertain times, platforms that provide clarity, scale, and results become mission-critical. Xley is built for that.
Q. What influencer marketing trends are emerging in 2025?
Beauty and personal care will continue to dominate — authenticity, real-life routines, and skincare advice still drive trust. But what’s exciting is the surge in AI try-on tools, mental health creators, and tech influencers.
We’re seeing rapid growth in sectors like health and wellness, AI SaaS tools, fashion with sustainability narratives, and the gaming economy. Meanwhile, sectors like finance, crypto, travel, and FMCG are becoming cautious — prioritising efficiency over experimentation.
Across the board, we’re seeing a rise in micro and nano creators, performance-based deals, and cross-platform content strategies.
Q. Is the shift to performance-based compensation models real?
Absolutely. Influencer marketing is maturing — it’s no longer about reach, it’s about results. Brands today ask: “What’s the ROI per rupee?” and that’s changing the compensation model fast.
Xley is built around this shift. We support affiliate-led campaigns, coupon tracking, cost-per-engagement analytics, and even sales attribution at the influencer level. The platform empowers brands to pay for outcomes, not promises.
Q. Are influencers and agencies under more pressure to show results now?
100%. The era of “impressions and hope” is over. Brands want performance, attribution, and accountability — and agencies like Mad Influence are adapting fast.
That’s why we’ve integrated Xley into our operations — to show live dashboards, clear analytics, and campaign outcomes in real time. We’re not just running influencer marketing — we’re building it like a performance channel.
Q. What’s the way forward for influencers not complying with ASCI guidelines?
Non-compliance isn’t just a risk, it’s a credibility killer. Brands can’t afford to be caught in the crossfire. We believe platforms like Xley have a role to play — by adding compliance checklists, AI-based content reviews, and creator education on guidelines.
It’s not about enforcement — it’s about ecosystem responsibility. We want to ensure creators understand that transparency is part of building trust — and that trust converts to long-term business.
Q. Delayed payments are a big issue in the creator economy. Is transparency the solution?
Absolutely. Delayed payments are one of the most frustrating pain points, especially for nano and micro creators who rely on timely income.
Transparency solves half the problem. That’s why Xley has creator dashboards that show campaign status, expected payouts, and payment timelines. We’re also exploring automated smart contracts and escrow-based payment flows to create trust at scale.
Q. Do micro and nano influencers often outperform macro influencers when it comes to connection and relatability?
Yes — without a doubt. Micro and nano influencers bring authenticity, niche focus, and real conversations. Their audiences don’t just follow them — they trust them.
At Xley, we’ve seen higher engagement rates and conversion metrics from micro creators, especially in categories like parenting, skincare, fitness, and regional food. If a brand wants influence — not just impressions — this is where they should start.
Q. What factors do you consider before deciding if a celebrity influencer is worth it for a brand?
We don’t chase clout — we chase alignment. When we evaluate celebrity partnerships, we look at:
• Brand fit: Does their image match the brand’s tone?
• Past campaign performance: Do they drive real results or just headlines?
• Audience breakdown: Who follows them — fans or buyers?
• Content credibility: Do they influence or just promote?
The right celebrity can create magic — but only when it’s the right match. We use data to ensure it’s not just a splash — it’s a strategy.
Q. Is luxury a lucrative category for influencers and agencies like Mad Influence?
Luxury is high-stakes. It demands the best — top-tier content, polished storytelling, and a premium feel. Yes, it pays more — but it also demands more.
At Mad Influence, we treat luxury campaigns like editorial productions — carefully planned, highly curated, and brand-guarded. We work only with influencers who understand the nuance — because in luxury, every detail speaks volumes.
Q. Beyond likes, how do influencers create real conversations that matter to brands?
Likes are vanity. Conversations are value. Brands today want content that sparks responses, shares, DMs, and drives real audience participation.
At Mad Influence, we coach creators to think of content as a two-way street. On Xley, we track comment quality, save rates, and conversation triggers — not just likes. The goal is not to be seen, but to be remembered.
Q. What role do CRM, first-party data, and CPE play in making influencer marketing efficient?
Huge. CRM and first-party data allow brands to build long-term relationships with influencers and their audiences — not just run one-off campaigns. Metrics like Cost Per Engagement (CPE) ensure budgets are optimised.
On Xley, every campaign comes with performance analytics, creator CRM, and audience data breakdowns. We want brands to move from gut feeling to data-driven marketing — and that starts by measuring what matters.
