AI's effect on brand deals

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How AI will change brand deals

49% of influencer marketers already use AI, and that’s only going to increase.

Many of us make a big chunk of our income from brand deals, so we need to be thinking about this.

Here are my top 4 predictions:

AI will pick you (or not)

64% of those marketers using AI are doing so for discovery - they’re using AI to find Creators who fit their needs based on all the usual metrics (views, demos, etc.) but also based on what their content tends to be about and how brand-safe it is.

You’ll eventually need to pay a lot more attention to what you say and do in your content, regardless of platform. Over the coming years, I suspect people will create metastrategies to optimize for AI influencer marketers the same way there are metastrategies to optimize for platform algorithms and YouTube AdSense.

Relationships will matter less

Today, schmoozing can help get deals done. If you’re friends with a marketer, they may be more likely to send you an opportunity that is a good fit over a competing Creator they don’t know. That won’t work for long, though, as AI doesn’t have friends (…for now? Maybe it will work again in the more distant future…)

Negotiations will be tighter

Sometimes, you can get a lot more money than you expected because you offer a lot more than what the marketer on the other end of the email thought they wanted. That won’t work with AI, though - they’ll be following the prompt, and if you’re not in the allowed range, they’ll probably just move on.

Execution will be more streamlined

Ever had something come up in the middle of a deal, and have to request the brand move deliverables and figure out make-goods? That will be tougher with AI, as they will be more likely to stick to the letter of the deal rather than showing human empathy and flexibility.

If you treat brand deals as a transactional job - like Amazon employees treat selling you toiletries - then you’ll probably be fine.

If you’re more focused on creative fit, great deals, and human relationships, then you may be in for a shock as the paradigm changes.

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Written by Avi Gandhi, edited by Melody Song,
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