Later has published new research revealing that artificial intelligence is no longer an experimental tool but an essential component of the influencer marketing landscape. The study, conducted among creators and brands actively using AI, demonstrates that the technology is deeply embedded in workflows and is delivering significant, measurable business impact by driving creative innovation, improving efficiency, and strengthening campaign performance.
Later's research confirms AI is now essential, not experimental, in influencer marketing.
76% of creators use AI for ideation, and 58% use it for caption and copywriting support.
87% of creators report that AI has improved their content quality.
77% of brands using AI have seen improved campaign results and ROI.
Over half of creators have cut their editing time in half using AI tools.
Both creators and brands express high confidence in AI's long-term value and necessity.
The research positions AI as a powerful collaborator for creators, not a replacement for human creativity. A significant majority of creators view AI as an indispensable "thought partner" that helps them brainstorm ideas, refine messaging, and overcome creative blocks. This collaboration is yielding tangible results, with 87% of creators reporting improved content quality and 75% noting stronger campaign outcomes. The efficiency gains are also substantial, with over half of creators cutting their editing time in half, freeing them to focus on higher-level strategy and engagement.
For enterprise brands, AI is proving to be a transformative force for strategic growth and operational efficiency. The study found that 77% of brands have seen improved campaign results, and 46% cite AI as a direct driver of growth. Brands are leveraging AI for better audience targeting and faster data analysis, which improves reach and ROI. Additionally, many report reduced production times and lower costs through automation, alongside more effective creative processes for writing and visual content. The research also noted a rising brand openness to investing in virtual influencers, fueled by AI-generated personas and data-driven insights.
These findings underscore a fundamental shift in the creator economy. Scott Sutton, CEO of Later, stated, "AI is becoming the connective force between creativity and performance. We're seeing creators use AI to push the boundaries of imagination while brands use it to bring new levels of precision, transparency, and ROI to their influencer programs. This data validates what we see every day across Later's platform. AI isn't replacing human creativity, it's amplifying it." With high confidence in AI's future from both creators and brands, the research reaffirms Later's role in shaping how technology and data converge with creativity to drive measurable business growth in the influencer marketing space.
About Later
Later is the global enterprise leader in influencer marketing, powering the creator economy and social commerce for brands and creators alike. Fueled by their native AI-powered platform with over a decade of proprietary data, including billions of social interactions, impressions, $2 billion+ in verified influencer-driven purchases, and deep integrations with platforms like Meta and TikTok, Later provides data-driven guidance, combined with their team of expert strategists, to execute fully-managed campaigns, driving audience growth, engagement, and revenue. Trusted by the world's leading enterprise brands such as Crumbl, Kylie Cosmetics, ESPN, and YouTube, Later bridges creativity and performance, so every campaign not only looks good, but drives results. Later is building the future of influencer marketing where everyone wins.
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