What this means for your creator partnerships
77% of brands using AI in their influencer marketing campaigns report better results, with 37% saying outcomes are “much better.” This improvement comes from working with creators who have already woven AI into how they work. The creators most comfortable using these tools are the same ones turning around content faster, delivering more polished final products, and driving stronger campaign results.
As you evaluate and manage creator partnerships in this AI-driven landscape, a few key things are worth keeping in mind:
1. View AI literacy and adoption as a positive signal rather than a concern.
A creator who is actively working to improve their efficiency and content quality through AI is demonstrating professional growth and commitment to delivering results. This is especially true for creators who can articulate how they use AI while maintaining their authentic voice.
2. Bring AI into the conversation early.
When discussing partnerships, frame AI usage as a collaboration rather than a concern. Instead of prohibiting AI use or approaching it with skepticism, ask creators about the tools they’re using, the results they’re seeing, and how they keep their authentic voice front and center.
3. Set clear disclosure expectations from the start.
Take time to develop your brand’s perspective on when and how creators should disclose AI use to their audiences. Some brands prefer full transparency in every case, while others take a more nuanced approach depending on how extensively AI was involved. Either way, nail down these expectations early in the partnership so you’re not scrambling to address them later if questions come up.
4. Recognize that AI-savvy creators often deliver more value for the same investment.
The efficiency they gain through AI tools means they can produce more content variations, respond to feedback faster, and maintain consistently high quality across multiple deliverables. The opportunity here lies in maximizing the partnership’s impact rather than reducing creator compensation.
