The news: Consumers increasingly have a negative perception of generative AI (genAI) in the creator economy, per a Billion Dollar Boy study.
- 18% of consumers saw genAI as a negative disruptor in the creator economy in 2023. That number grew to 32% in 2025.
- Meanwhile, the 34% who saw genAI as a positive disruptor in 2023 fell slightly to 31% in 2025.
Behind the shift: As AI use becomes widespread across marketing strategies, consumers increasingly worry it will erode the authenticity and human connection that gives influencer marketing its power.
- AI is already impacting consumer sentiment toward creator content: Only 26% of consumers prefer genAI content to traditional consumer content, per the same Billion Dollar Boy study. That’s down drastically from 60% who preferred genAI in 2023.
- Influencer marketing is valued for its authenticity and ability to build trust with consumers, who prefer to discover products through real people rather than AI or traditional ad formats. The shift toward AI in the creator economy undermines this human connection, reducing influencer marketing’s appeal.
- The majority of consumers (55%) are uncomfortable with AI-generated brand marketing content on social media, per YouGov, while only 12% of US adults are optimistic or excited about AI’s increasing role in daily life over the next 10 years. The vast majority (76%) are concerned, uneasy, skeptical, or indifferent to the technology’s growing role.
What advertisers can do: AI is becoming a necessity across marketing strategies. Negative consumer attitudes toward AI in the creator economy suggest that it’s not whether advertisers and creators use AI, but how they use it that will determine if they see success or face backlash.
- AI is best used for content planning rather than content creation. Leveraging AI tools to generate campaign ideas, then letting the creator do the work to bring these ideas to life, will maintain the human touch that makes influencer marketing work.
- For brands, AI can be used to ensure creator brand safety and alignment. In a period where creators are increasingly scrutinized and digital footprints last a lifetime, AI tools can moderate content to prevent issues in creator collaborations and maintain compliance.