90% of brands are confident AI will deliver long-term value in influencer marketing

Workflow & automation

90%

of surveyed CPG brands said AI will deliver long-term value in their influencer marketing programs

Reader Note:: The number is the share expressing confidence that AI will deliver long-term value in their influencer marketing programs; 59% said they were "very confident." This is an attitude measure among current AI users, not measured business performance.
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 189 influencer marketing decision-makers at CPG brands with more than $5M ARR who had used AI in influencer marketing in the past 12 months; conducted in September 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.
The two groups were not split at random — they picked their own side. The difference may have been there before anything was measured.
This comes from a company with a commercial interest in this market, so it is not a neutral source.
This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.

10%

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

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.

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

42.3%

of wrong AI answers were overridden with incentives and item-level feedback in Study 3 versus 20.0% in the control group

14%

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

77% of brands say AI-assisted influencer campaigns perform better