Later Study Shows AI Accelerating Influence for Creators and Brands

AI continues to reshape the creator economy, and new research from Later highlights just how deeply integrated the technology has become in both creator workflows and brand strategies. Later, a leading influencer marketing partner for enterprise brands, has released a study showing that AI is no longer an experimental tool but a foundational driver of content quality, efficiency, and campaign performance. With AI now central to how creators and marketers operate, the findings reflect a major shift in how influence is built and scaled across digital platforms.

According to the study, creators are embracing AI as a collaborative partner rather than a replacement for creativity. Seventy six percent use AI for ideation, fifty eight percent rely on it for caption and copywriting support, and an overwhelming eighty seven percent say AI has improved the quality of their content. Many creators also report that AI helps them overcome creative blocks, develop stronger narratives, and streamline editing, allowing them to shift more time toward strategy and relationship building. 

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Scott Sutton, CEO of Later, said the data affirms what the company has witnessed across its platform. “AI is becoming the connective force between creativity and performance,” he noted. “We are seeing creators use AI to push the boundaries of imagination while brands use it to bring new levels of precision, transparency, and ROI to their influencer programs. This data validates what we see every day. AI is not replacing human creativity, it is amplifying it.”

Creators also credit AI with expanding monetization opportunities. Some respondents say the technology helps them identify new brand partnerships, refine outreach strategies, and enhance visual production. Nearly eighty seven percent believe AI will become indispensable to the creator economy within the next two years, underscoring its accelerating role in shaping digital influence.

For brands, the impact is equally significant. Seventy seven percent report stronger campaign results when AI supports their influencer strategies, while nearly half cite AI as a driver of long term strategic growth. Brands say AI gives them better audience insights, faster data analysis, and more efficient content production. Ninety percent of marketers surveyed express optimism about AI’s future value, noting its ability to enhance targeting, reduce costs, and improve creative execution.

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The study also points to increased interest in virtual influencers, with brands showing greater openness to AI generated personas than in 2023. As data driven digital identities grow more sophisticated, marketers are exploring new ways to connect with audiences through virtual creators supported by AI.

Later, which powers its ecosystem with proprietary solutions such as Later EdgeAI and a dataset spanning millions of creators and billions of engagements, says the findings reinforce its mission to make influence more measurable and scalable. As AI continues redefining how creativity, data, and performance intersect, Later is positioning itself at the forefront of this transformation, helping creators and brands capture the full potential of AI driven influence.