From ChatGPT-generated captions to audience segmentation algorithms, AI is quickly becoming part of the everyday toolbox in influencer marketing. But according to recent findings, one big question remains: Are marketers actually aligning AI use with their goals, or are they just hoping AI figures it out for them?
We’re Using AI—But to Do What, Exactly?
In CreatorIQ’s recent blog post on AI in influencer marketing, marketers shared a curious sentiment: they’re excited about AI’s possibilities but unclear on how it delivers real value.
Marketers are leaning heavily into AI-powered tools for:
- Identifying relevant creators
- Streamlining workflows
- Generating reports & performance forecasting
But despite these use cases, the blog highlights a significant disconnect between adoption and understanding. ‘AI is being used as a Swiss Army knife—but without a clear strategy, it's more like a shot in the dark than a precision tool.’
Over-Hyped or Under-Strategized?
The 2025-2026 State of Creator Marketing report confirms that over 67% of marketers are already incorporating AI into their creator marketing strategies. However...
“Only 43% say they have a clear understanding of how AI outputs are generated or how to evaluate them critically.”
‘This signals a growing “AI confidence gap” where: marketers believe in the potential, but struggle to define success.’ In other words, brands are buying the plane ticket, but not sure where they're flying.
The Missing Piece: Human Strategy
‘The solution isn’t AI—it’s smarter AI integration. AI thrives when it augments human creativity and decision-making, not replaces it.’ The best campaigns are driven by people, with AI in the co-pilot seat—not the cockpit.
A strategist's job now is to ask better questions:
- What problem are we solving with AI?
- Are we tracking the right data?
- Do our creators benefit from this tech—or are we slowing them down?
What’s Next?
We're past the point of needing to prove AI's usefulness in marketing. Now, it's time to bridge the gap between use and understanding.
💡 Ready for deeper insights? Join us at Creator Economy Live West 2026, where marketers, creators, and tech innovators will unpack how to make AI work smarter in the creator economy.
👉 Subscribe for updates today:
Sign up to the Creator Economy Live Newsletter to get all these insights and more delivered to your inbox every Friday.
