Product gifting is sending creators free product with no contractual obligation to post, in the hope of earning organic content and relationships. It's a lower-cost, higher-authenticity top-of-funnel tactic: no post is guaranteed, but the mentions that result read as genuine. Gifting at scale seeds a wave of unpaid content and builds the creator relationships that mature into paid partnerships. The organic mentions it generates also feed the authentic recommendation signal AI engines weigh.