Key stat: 48% of influencer marketing agencies say strategic guidance on AI, automation, or new platforms is the biggest change in client expectations this year, ahead of faster turnaround times (40%) and ROI focus (40%), according to July 2025 data from CreatorIQ and Sapio Research.

Beyond the chart:

• The demand for AI guidance comes as consumer sentiment sours. The share of US/UK consumers who view genAI as a negative disruptor in the creator economy has nearly doubled, from 18% to 32% since November 2023, according to a November 2025 report from Billion Dollar Boy and Censuswide.
• Meanwhile, transparency gaps are fueling distrust. 52% of consumers are concerned about brands posting AI-generated content without disclosure, according to a September 2025 report from Sprout Social.

Use this chart: Drop this into your next influencer strategy meeting to show how agency expectations are shifting. Use it to position your creator partnerships as strategic AI consultants, not just campaign executors, and to benchmark your service offerings against industry norms.

Related reports:

• Creator Economy Trends to Watch in 2026 (EMARKETER subscription required)
• Social Trends to Watch in 2026 (EMARKETER subscription required)

Methodology: Data is from the October 2025 CreatorIQ and Sapio Research "2025-2026 State of Creator Marketing Report." 1,723 respondents worldwide—including 747 brands, 676 agencies, and 300 creators—in Australia, Canada, France, Germany, Netherlands, UK, United Arab Emirates, and US were surveyed during June-July 2025.