Influencer marketing agencies are adjusting to new client expectations, with 48% citing a demand for strategic guidance on artificial intelligence (AI), automation, and emerging platforms as the most significant change this year. This trend emerged from data collected in July 2025 by CreatorIQ and Sapio Research, which highlighted a shift in priorities as agencies strive to meet evolving market demands. Faster turnaround times and a focus on return on investment (ROI) both garnered equal attention from 40% of agencies surveyed.
The increased demand for AI guidance coincides with a notable decline in consumer sentiment toward generative AI. According to a November 2025 report from Billion Dollar Boy and Censuswide, the percentage of US and UK consumers who view generative AI as a negative disruptor in the creator economy has nearly doubled, rising from 18% in November 2023 to 32%. This growing skepticism among consumers underscores the complexities agencies face in balancing technological advancements with audience perception.
Transparency in content creation is becoming another critical concern. A September 2025 report from Sprout Social revealed that 52% of consumers expressed worry about brands using AI-generated content without proper disclosure. This lack of transparency is fueling distrust, compelling brands and agencies to reconsider how they communicate their use of AI in marketing strategies. As the industry grapples with these issues, influencer marketing agencies are recognizing the need to position themselves not merely as content creators but as strategic consultants equipped to navigate the intricacies of AI and consumer expectations.
The data from the October 2025 “2025-2026 State of Creator Marketing Report” by CreatorIQ and Sapio Research, which surveyed 1,723 respondents worldwide, including brands, agencies, and creators from regions such as Australia, Canada, Europe, the UAE, and the US, highlights a pivotal moment in influencer marketing. The report suggests that as brands look to harness the capabilities of AI, they are increasingly relying on agencies to provide insights that bridge the gap between technological opportunities and audience engagement.
As agencies respond to these challenges, they are encouraged to integrate findings like those from CreatorIQ into their strategic planning. The emphasis on positioning creator partnerships as strategic AI consultants rather than simply campaign executors could enhance the perceived value of these collaborations. This strategic shift not only aligns with the current demands of the marketplace but also prepares agencies to adapt to future changes in consumer behavior and technology.
With the rapid evolution of AI technologies and the growing concern over their implications, influencer marketing stands at a crossroads. Agencies must navigate a landscape characterized by heightened consumer scrutiny and an accelerating pace of technological advancement. By prioritizing transparency and focusing on strategic guidance, agencies have the opportunity to redefine their role in the creator economy, fostering trust and driving effective marketing partnerships.
As the industry continues to evolve, the need for ongoing research and adaptation remains crucial. The landscape of influencer marketing is increasingly intertwined with advancements in AI, necessitating a proactive approach from agencies to ensure they meet client expectations while maintaining consumer trust. How well agencies leverage these insights may ultimately determine their success in a rapidly changing environment.
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