Future of Marketing: Brands want creators who can win over humans and machines at once
Why creator briefs are starting to look like a map of AI search queries.
Two factors are currently influencing creator spending: their ability to engage audiences and their impact on algorithms within AI platforms. Marketers are beginning to incorporate this into their briefs, even though it has not yet affected pricing. The focus is currently on how a creator's content influences what an AI chatbot recommends, with the goal of increasing the chances of being that answer.
Three agencies are actively working in this area, with Reign Maker, Go Fish Digital, and Ogilvy all pointing to the moment when clients moved beyond treating it as theoretical. Reign Maker has been discussing AI visibility as either the first or second priority with clients for six months. Go Fish Digital has clients regularly inquiring about how their creator content performs across major platforms, while Ogilvy has progressed further with some advanced clients setting specific KPIs related to discoverability, credibility, and culture.
Written by urgent.news from Digiday's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
