Openness to using AI in creator collaborations jumped to 75% in 2025 from 23% in 2023

Workflow & automation

Share of brands open to using AI in creator collaborations (2023 vs 2025)

Share of brands open to using AI in creator collaborations (2023 vs 2025)
Year	Brands open to using AI in creator collaborations (%)
2023	23%
2025	75%

Reader Note:: The source's chart of brands open to using AI in creator collaborations shows 23% in 2023 and 75% in 2025. The article body says the 2023 figure was 29%, so the source contains an internal mismatch. The report does not explain whether the 2023 value came from the same survey base or a comparable earlier sample.
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