Creator agencies are embracing AI, but marketers still remain cautious

The creator economy is experiencing a significant shift as influencer marketing agencies increasingly integrate AI tools into their services, though brands and marketers remain cautious about the technology’s real value and application.

Current landscape: Leading creator agencies are leveraging AI technologies to manage large-scale influencer campaigns and improve operational efficiency.

• Stagwell’s Leaders maintains an AI-powered database of 300 million creators
• GroupM’s Goat agency employs an AI search tool called “Ibex” for creator matching
• Agencies like Billion Dollar Boy integrate third-party AI tools for creator discovery, campaign tracking, and asset management

Market demands: The push toward AI adoption is primarily driven by brands’ needs for scalable influencer marketing solutions.

• Campaigns frequently require coordination with 50-200 creators simultaneously
• Brands are increasingly seeking “always-on” campaign capabilities
• Agencies use AI tools to automate routine tasks and focus on strategic aspects

Industry skepticism: Despite the enthusiasm for AI integration, many marketing practitioners express doubts about its effectiveness and necessity.

• Some marketers view AI features as superficial selling points rather than essential tools
• State Farm, a major brand advertiser, has deliberately avoided AI tools in its marketing mix
• Industry experts warn about “AI-washing” – the overemphasis of AI capabilities in agency pitches

Agency perspectives: Different agencies are taking varied approaches to positioning their AI capabilities.

• Obviously agency emphasizes that AI complements rather than replaces human expertise
• Open Influence uses AI to handle routine tasks while focusing on strategic campaign elements
• PrettyGreen highlights AI’s role in meeting growing demands for campaign optimization

Client considerations: When selecting agency partners, brands are not primarily focused on AI capabilities.

• Traditional factors like proven results and strong client relationships remain paramount
• AI capabilities are often viewed as indicators of an agency’s overall technological sophistication
• Many clients continue to value human judgment in influencer selection and campaign management

Future implications: The integration of AI in creator marketing represents a delicate balance between automation and human expertise, with agencies needing to demonstrate clear value beyond buzzwords to convince skeptical clients of AI’s benefits in influencer campaigns.