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EMARKETER

AI and the Creator Economy

Ambivalence Prevails Despite Strong Adoption Among Creators and Marketers

Report by Jasmine Enberg  |  May 16, 2025
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Table of Contents
Executive Summary
Creator economy stakeholders have mixed and nuanced feelings toward AI
AI will ultimately benefit the creator economy
But there are many factors holding back AI’s full potential among creator economy stakeholders
The rise of AI will undoubtedly result in some casualties
Implications for marketers
Implications for solution providers
Sources
Media Gallery
About This Report
Creators and marketers are using AI to streamline workflows, enhance content, and improve their strategies. Despite challenges related to AI governance, accessibility, and implementation, proliferation of the tech will ultimately benefit the creator economy.
Topics
Artificial Intelligence (AI)
Influencer Marketing
United States
Table of Contents
Executive Summary
Creator economy stakeholders have mixed and nuanced feelings toward AI
AI will ultimately benefit the creator economy
But there are many factors holding back AI’s full potential among creator economy stakeholders
The rise of AI will undoubtedly result in some casualties
Implications for marketers
Implications for solution providers
Sources
Media Gallery

Creator economy stakeholders have conflicting feelings about how AI will impact their work and business outcomes. Even as most creators and marketers have adopted AI tools, challenges related to governance, accessibility, and implementation are holding many back from unlocking the full potential of AI.

Key Question: What are the current use cases for AI in the creator economy, and do they align with what creators and marketers need?

Nearly Two-Thirds of Marketers Report AI Improved Their Influencer Marketing Outcomes (% of marketers worldwide* who feel AI has had the following impact on influencer marketing outcomes, Dec 2024)
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Key Stat: Most (66.4%) marketers who work with creators believe AI has at least somewhat improved their outcomes. But a sizable share (27.5%) believe it has had no impact, per December 2024 data from Influencer Marketing Hub.

This report can help you:

  • Develop media strategy (brands and agencies)
  • Showcase opportunities to customers (agencies and solution providers)
  • Develop go-to-market strategy (solution providers)

Here’s what’s in the full report

1file

Exportable files for easy reading, analysis and sharing.

12charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Creator economy stakeholders have mixed and nuanced feelings toward AI
  3. AI will ultimately benefit the creator economy
  1. But there are many factors holding back AI’s full potential among creator economy stakeholders
  2. The rise of AI will undoubtedly result in some casualties
  3. Implications for marketers
  1. Implications for solution providers
  2. Sources
  3. Media Gallery

Charts in This Report

Nearly Two-Thirds of Marketers Report AI Improved Their Influencer Marketing Outcomes (% of marketers worldwide* who feel AI has had the following impact on influencer marketing outcomes, Dec 2024)Attitudes Toward AI Vary Among Key Creator Economy Stakeholders
US Creators Primarily Use GenAI for General Applications Like Content Planning and Strategy (% of US creators who use genAI tools for each content creation task, Nov 2024)US Adults Are Unlikely to Engage With Content From an AI-Generated Influencer (% of US adults, by generation, Jan 2025)
For Marketers, AI's Top Benefits in Influencer Marketing Are Time Savings and Content Creation (% of marketers worldwide*, by key benefit of AI in influencer marketing, Dec 2024)Most Internet Users Worldwide Fear AI Will Make Online Content Less Trustworthy or Reliable (% of internet users worldwide who are concerned that AI will make online content less trustworthy/reliable, by age, Aug 2024)
Creators and Influencers Are Conflicted Over How AI Is Impacting Their Work (% of creators and influencers in North America*, April 2025)Most Marketers Worldwide Use Some Generative AI Tools to Create Social Media Content (% of marketers worldwide, Dec 2024)
Marketers Want More Sophisticated Applications of AI for Influencer Marketing (% of marketers worldwide*, Dec 2024)Talent, Costs, and Training Are the Top Barriers to AI and GenAI Use Among Marketers (% of enterprise marketers worldwide, Aug 2024)
Instagram Influencers Seek Creative Control and Limits on Brand Use of Their Digital Clones (% of Instagram influencers worldwide*, Aug 2024)Almost 1 in 3 US Creators Expect Their Usual Rate or More for Licensing Their AI Avatar to Brands (% of US content creators who would accept each percentage of their regular rate for use of their AI avatar, Nov 2024)

authors

Jasmine Enberg

Contributors

Vladimir de Leon
Chart Editor
Madan Kumar
Copy Editor
Minda Smiley
Tracy Tang
Senior Researcher
Matt Torpey
Senior Chart Editor
Paul Verna
VP, Content
Yoram Wurmser
Principal Analyst
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