72% of brands handle creator marketing in house at least in part

Team structure & skills

72%

of brands said they manage creator marketing in house in some capacity

Reader Note:: This summary appears next to the management model breakdown for brands. It means the brand has some in-house role in creator marketing, whether through a hybrid model, in-house with creator marketing software, or in-house without creator marketing software. The report also says 37% use a hybrid model, 24% run it in house with creator marketing software, and 11% in house without software. The exact base is not stated.
Evidence:: Self-reported behaviour
Vendor interest:: High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Survey of 1,723 respondents: 747 brands, 676 agencies, and 300 creators across 17+ industries and 9+ regions, conducted by Sapio Research in July 2025, with additional CreatorIQ research in August 2025.

Good for

A rough sense of size and direction, and deciding what to look at first.

Exact numbers, or saying that one thing caused another.
This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
This comes from a company with a commercial interest in this market, so it is not a neutral source.
The source says how much it looked at, but not how any of it was chosen.

28%

of organizations are fundamentally rewiring marketing teams and workflows for AI (March 2026)

90% of CMOs are experimenting with AI but fewer than 10% have scaled it or realized value across marketing workflows

24–56%

of marketing tasks are currently performed using AI or ML, rising to over half in three years according to US CMOs (2026 survey)

Our Substack turns the data behind these cards into full breakdowns: what changed, why, and what to do about it.

Most brands run creator marketing from a central team setting tools and strategy for the entire organization

Operating model of influencer marketing programs, by brand cohort
Operating model	Mid-market brands (%)	Enterprise brands (%)
A central team sets strategy and tools for the entire organization	57%	59%
Each brand or division manages its program independently	29%	25%
Regional teams manage programs independently of HQ	9%	13%
Not sure / does not apply	5%	2%

14%

average increase in sales productivity reported from using AI in marketing by US companies (2026 survey)

10%

of organisations are realising significant ROI from agentic AI in Deloitte’s 2025 survey of 1,854 EMEA executives