Creator agencies have embraced AI, but is the tech changing marketers’ minds?

The ad industry’s leading creator agencies have adopted AI tools as the key to providing scalable, efficient influencer activity. But it seems marketers aren’t striking agency deals based on their AI expertise.

Despite agencies’ bids to use AI tools and solutions to distinguish themselves in a crowded marketplace, brand practitioners and industry experts are skeptical of their need, and of potential “AI-washing.” Agencies including Stagwell-owned Leaders, recent Publicis Groupe acquisition Influential, WPP creator agency Obviously and independent players such as Humanz and The Cirqle each offer AI-enabled services.

GroupM influencer agency Goat, for example, uses an AI search tool called “Ibex” to find suitable creators for client campaigns. Leaders, which was acquired by Stagwell back in July and boasts Coca-Cola, Estée Lauder, and Superdry among its clients, similarly provides an “AI-powered” database of 300 million creators.

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