AI adoption is accelerating across the creator economy, with 91% of brands now incorporating artificial intelligence into their creator marketing strategies, according to research from CreatorIQ. 

In a blog post, EMARKETER states this technology shift is helping marketers identify suitable partners and gather campaign insights while freeing resources for broader strategic initiatives.

“As we’re starting to see more AI-driven influencer identification tools emerge, it’s going to be much easier for marketers to focus on things like engagement rates and creative alignment,” EMARKETER analyst Jasmine Enberg stated, noting that these tools help brands identify nuances that might otherwise be overlooked in the selection process.

The top AI applications in creator marketing, as ranked by TopRank Marketing, include content creation, performance tracking, influencer identification and selection, campaign optimization, and audience segmentation. 

Jamie Gutfreund, founder of consultancy Creator Vision, highlighted an important distinction: “You might have a creator that is brilliant and maybe they can sell $10 mascara, but there’s no history of converting at a $500 price point.”

The Measurement Challenge

According to EMARKETER, measurement remains a significant obstacle for brands engaging in influencer marketing. 

“The linkage that still is not 100% there in the industry is direct attribution to sales,” Oshiya Savur, chief marketing officer at beauty incubator Maesa, stated. “It is very important for a brand, but it’s hard to put an ROI metric on it in traditional revenue terms.”

AI addresses this gap by enabling more precise sales tracking across multiple touchpoints. According to a December 2024 Interactive Advertising Bureau survey, cited in the blog post, 64% of U.S. ad buyers plan to focus more on cross-platform measurement in 2025.

Despite these technological advances, transparency remains essential. Research from Traackr indicates that 75% of consumers at least somewhat agree they would want disclosure when AI is used to create content they consume, underscoring that while AI offers clear efficiency benefits, it must not undermine the trust foundation that drives the creator economy’s success.