This Future of Marketing Briefing covers the latest in marketing for Digiday+ members and is distributed over email every Friday at 10 a.m. ET. More from the series →Two things drive creator spending now. Whether they move audiences and whether they move algorithms inside AI platforms. The second piece is moving fast enough that marketers are already building it into briefs, even though it hasn’t touched pricing yet. Right now, the focus is narrower. Understanding how a creator’s content shapes what an AI chatbot recommends, and using that to shorten the odds of being the answer.
Three agencies working this space right now can each point to the moment clients stopped treating it as theoretical. With Reign Maker, AI visibility has been the first or second thing raised with every client for six months straight running. Over at Go Fish Digital, it shows up as a steady stream of clients asking how their creator content is landing across the most cited platforms. Ogilvy is further along with some accounts: a handful of its more advanced clients are already setting explicit KPIs around discoverability, credibility and culture, rather than waiting to see how the conversation plays out.
Some of the results so far challenge a lot of what marketers assume about creators.
