How media agencies are shifting toward generative AI content in influencer marketing

There is a shift happening in influencer marketing as influencers increasingly rely on artificial intelligence to make content — and agencies working with them are trying to balance different types of content with new strategies and tools.

In a new AI study on the creator economy this month, influencer agency Billion Dollar Boy found that 92% of marketers have commissioned creator content either fully or partly using generative AI. Creators and influencers are embracing the trend too — 91% said they use generative AI at least once a week, according to the study. Yet there is also a growing preference among consumers and creators for AI-generated content over traditional creator content made without AI.

The report showed 60% of consumers prefer generative AI content over traditional creator content, while 81% of creators saw better consumer engagement on their generative AI content compared to the latter.

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