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EMARKETER

Affiliate Marketing 2025

As AI Disruption Looms, Affiliate Looks to Muscle Into a More Prominent Role

Report by Max Willens  |  Sep 15, 2025
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Table of Contents
Executive Summary
Affiliate marketing is on the verge of a profound, AI-powered disruption
Advertisers will spend more than $12 billion on affiliate marketing in 2025
Value-seeking consumers have helped conversions off the mat after a tough 2024
Subchannel highlights: Content is (closer to being) king
GenAI is about to disrupt affiliate marketing’s core
Recommendations for affiliate advertisers
Recommendations for affiliate publishers
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About This Report
Affiliate marketing publishers benefited from jittery consumers buying to get ahead of tariff-induced price increases. But consumers’ increasing reliance on genAI for shopping help has alarmed affiliate publishers and advertisers.
Topics
Artificial Intelligence (AI)
United States
Table of Contents
Executive Summary
Affiliate marketing is on the verge of a profound, AI-powered disruption
Advertisers will spend more than $12 billion on affiliate marketing in 2025
Value-seeking consumers have helped conversions off the mat after a tough 2024
Subchannel highlights: Content is (closer to being) king
GenAI is about to disrupt affiliate marketing’s core
Recommendations for affiliate advertisers
Recommendations for affiliate publishers
EMARKETER Interviews
Sources
Media Gallery

Affiliate marketing ad spend will continue to grow as long as retail ecommerce activity keeps increasing. But the rise of ChatGPT and other AI chatbots is about to thrust affiliate marketing into a position of prominence that its proponents have craved for decades.

Key Question: How is affiliate marketing adapting to the changes wrought by genAI?

Key Stat: Affiliate marketing will drive more than $210 billion in US ecommerce sales this year.

Affiliate Marketing Will Drive More Than a Quarter-Trillion Dollars in Spending in 2027, (billions in US affiliate marketing-driven ecommerce sales, % change, and % of total retail ecommerce sales, 2024-2028)
E-Mail ChartDownload

Clients can find the full version of this chart later in this report.

authors

Max Willens

Contributors

Rahul Chadha
Director, Report Editing
Penelope Lin
Director, Data Visualization
Emma Noyes
Graphic Designer, Data Visualization
Sakina Thanawala
Copy Editor
Matt Torpey
Senior Chart Editor
Emman Velasco
Chart Editor
Yoram Wurmser
Principal Analyst
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