AI in Influencer Marketing: A Game-Changer or Just a Buzzword?
The advertising industry is no stranger to innovation, and in recent years, artificial intelligence (AI) has emerged as a key tool for creator agencies aiming to scale and streamline influencer marketing campaigns. From creator discovery to campaign optimization, AI promises to revolutionize the way brands connect with audiences. But is this technology truly delivering on its potential, or is it just another buzzword in a crowded marketplace?
AI Adoption Among Leading Creator Agencies
Some of the biggest names in the influencer marketing space have embraced AI to enhance their services. Agencies like Stagwell-owned Leaders, Publicis Groupe’s Influential, WPP’s Obviously, and independent players such as Humanz and The Cirqle are all leveraging AI-enabled tools to stand out. For instance, GroupM’s influencer agency Goat uses an AI search tool called “Ibex” to identify the most suitable creators for client campaigns. Similarly, Leaders, which was acquired by Stagwell in July, boasts an “AI-powered” database of 300 million creators, serving high-profile clients like Coca-Cola, Estée Lauder, and Superdry.
Nicole Greene, an analyst at Gartner, highlighted the rapid adoption of AI features in the industry. “Influencer agencies and vendors are spinning up AI features and functions quickly,” she said, noting that creator discovery, workflow optimization, and content production are among the most common use cases.
Efficiency and Scale: The Driving Forces
Thomas Walters, CEO of Billion Dollar Boy’s European division, explained that many clients approach the agency with questions about scaling their influencer activities efficiently. To address this, the agency developed a tool called Companion, which integrates various third-party AI tools for creator discovery, campaign tracking, and creative asset management. “Whatever little bells and whistles we can provide, the better,” Walters said.
Other agencies share a similar approach. Aynsley Moffitt, director of product and growth at Open Influence, stated, “We utilize [AI] so that we can focus on the more important aspects of the campaign.” Sammy Albon, influencer strategy lead at PrettyGreen, echoed this sentiment, noting that major brand advertisers often require 50 to 200 creators per campaign. This demand for scale has driven agencies to prioritize automation and efficiency.
Rising Skepticism Among Marketers
Despite the growing investment in influencer marketing, not everyone is convinced of AI’s value in this space. Concerns about bias, privacy, and the overall effectiveness of AI tools persist. Mae Karwowski, founder of Obviously, observed a wide range of attitudes among marketers, from those eager to adopt cutting-edge technology to those who remain cautious.
Some skepticism stems from the nature of influencer marketing itself, which relies heavily on understanding audience behavior and identifying creators who resonate with specific demographics. A spokesperson for State Farm, a brand that actively uses influencers in its marketing strategy, revealed that the company has not yet integrated AI into its campaigns. “At this time, we are not meaningfully leveraging AI tools as part of our marketing mix,” they said, adding that the company is closely monitoring the implications of generative AI.
One anonymous brand marketer expressed doubts about the use of AI for tasks like creator discovery and brief-writing. “The AI piece [has] a buzzy appeal for a lot of people who might not have deep experience,” they said. However, they argued that effective influencer marketing requires a human touch. “My opinion is that really good influencer marketing shouldn’t be 100% automated. There is a human element that belongs there.”
AI’s Role: Complementary, Not Central
Agencies vary in how they pitch their AI capabilities to clients. For some, AI is a major selling point, while for others, it’s a supplementary feature. Karwowski emphasized that Obviously does not present its AI tools as a replacement for human expertise. “You’re not trading in your client services team for a robot,” she said. “It’s just making the process smarter and more efficient, so we can spend more time focused on strategy.”
Nicole Greene of Gartner advised marketers to approach AI claims with caution. “We’re seeing a lot of ‘AI-washing’ right now, so it’s important to understand if and how AI is being used across the most common use cases in influencer marketing—creator discovery, content creation, and performance monitoring,” she said.
What Really Matters to Clients
While AI can be a draw, it’s rarely the deciding factor for clients choosing an agency. Moffitt noted that questions about AI often come up during the pitch process, but mainly as a way to gauge the agency’s technological capabilities. “They want to make sure that they’re working with a modern agency, and us utilizing AI, I think that’s how they translate it,” he said.
Ultimately, Greene stressed the importance of traditional factors like proven results and strong client relationships. “While AI is a draw, it should complement other factors like the agency’s reputation, industry expertise, and client service,” she said.
Key Takeaways
- Leading creator agencies are adopting AI tools to enhance efficiency and scalability in influencer marketing.
- AI is primarily used for creator discovery, campaign optimization, and content production.
- Marketers remain skeptical about the over-reliance on AI, emphasizing the need for a human touch in influencer marketing.
- AI is often seen as a supplementary tool rather than a central feature in agency-client relationships.
- Proven results and strong client relationships remain critical factors in agency selection.
As AI continues to evolve, its role in influencer marketing will likely grow. However, agencies and brands must strike a balance between leveraging technology and maintaining the human elements that make influencer campaigns truly effective.
Originally Written by: Matt Broughton
