Influencer marketing is evolving, with creators now shaping brand strategies from the start and playing a key role in authentic, cultural storytelling. As AI influencers rise, maintaining human authenticity, trust, and values is more important than ever. Creators are true partners in building long-term brand identity—it's no longer just about amplifying messages but shaping them.
There’s a lot happening in the influencer space right now; from the rise of AI-generated creators to major shifts in brand strategy. But one thing I keep reading and hearing is that influencers are no longer just amplifying brands, they’re actively helping shape them or brands are starting to integrate this into their strategy.
You can see this message everywhere; in Bloomberg’s deep dive into the rise of influencer marketing, in The Drum’s call to bring creators in earlier, and even on stage at SXSW London, where Disrupt Marketing MD Stevie Johnson spoke about building Genuine Influence, influence that’s real, strategic, and grounded in cultural understanding.
“They’re not waiting for briefs, they’re helping shape them.
They’re not asking ‘What should I say?’, they’re showing brands what audiences are already saying – and meeting them at the intersection.”
This isn’t just about being part of a campaign. It’s about being part of the creative direction from day one and we are here for it! We have long asked for creators to be closer to brand briefs so this great news.
WPP Media’s Kate Scott-Dawkins shared that:
“This year will be the first year that advertising revenue on user-generated content outpaces professionally produced content.”
That’s a landmark moment, showing that creator-led content isn’t an add-on anymore.
Unilever’s new CEO, Fernando Fernandez, plans to hire 20x more influencers in a move to go fully “social-first.” Why? Because today’s consumers are growing suspicious of traditional corporate branding. They trust real voices more than logos.
As Anna Kohl of Landor wrote in The Drum:
“The most impactful creators don’t just sell your story — they help write it.”
When brought into strategy early, creators help brands listen better, think smarter, and connect more authentically.
AI-generated influencers and automated ad creation are on the rise. Meta is already testing full AI pipelines, from imagery to audience targeting.
This raises the question:
What’s the real value of being human in this new landscape?
The answer: empathy, lived experience, cultural awareness, and trust. It’s something we spoke about at our recent strategy day, and it will only become more important.
When brands trust you to be part of their creative DNA, the responsibility is bigger too.
So, ask yourself:
Does what I post align with the values I want to be known for?
Am I building long-term trust or short-term reach?
Could this damage my brand or someone else’s?
Brand safety starts with you. Be consistent, values-led, and mindful of the long game.
That immediate feedback loop comes with a key risk:
“When it goes wrong, because it’s social, it goes wrong very quickly” Ogilvy’s Titus said.
We’ve seen this before, Adidas was forced to cut ties with Kanye West in 2022, highlighting the risk of trusting a public figure with unlimited access to a phone. It’s why some brands are starting to look more favourably on AI-generated influencers.
These AI figures, some of which already have large followings on Instagram, TikTok and even OnlyFans offer control, consistency, and no skeletons in the closet.
Meta Platforms Inc. is already working to fully automate ad creation, from imagery to video, copy, and targeting.
“It’s going to be very interesting to see how much value there is in being human versus an AI when it comes to engaging audiences,”
– Ebiquity’s Schreurs
This shift reinforces why it’s so important to be mindful of your brand and how you show up online.
The message is clear: influencer marketing is no longer a bolt-on. It’s now central to how brands build their identity. And that gives creators a unique opportunity and responsibility to act like true collaborators.
If you want to shape a brand, think like one too.
