Influencer marketing evolves in the age of AI

• November 24, 2025
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By Ciara Dalziel, Account Director 
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Influencer marketing isn’t being replaced – it’s evolving. 

Working in influencer marketing, I’ve seen firsthand how quickly the landscape shifts. New platforms. New formats. New technologies. But despite all that change, one thing never does: people trust people. 

AI tools are rapidly expanding what creators and brands can do, from improving workflow and content optimization to predicting trends before they happen. These tools are shaping what comes next, but they can’t replicate the human connection that makes influencer marketing meaningful.  

At North Strategic, part of the Publicis Groupe network, we see this evolution every day. The recent acquisition of Influential marks a new chapter – one where data, AI and human creativity are working closely together now more than ever.  

AI is here to support human judgment, not replace it.  

AI has incredible potential. It can help identify the right creators faster, analyze performance with greater precision, and even help spark ideas. But it cannot understand nuance, empathy, or lived experience, the things that make human storytelling so impactful.  

The future of influencer marketing is not about choosing between AI and authenticity; it is about understanding how the two can work together. The real opportunity lies in knowing when to use AI, and when to lean on the power of people.  

Influencer campaigns call for the authentic voices of real creators who can build trust and connection. The magic lies in pairing that humanity with scale and insights AI brings to the table. Use AI to amplify human storytelling, not replace it.   

Navigating change: innovation, regulation and trust 

As AI becomes a bigger part of how we work, regulation continues to evolve. New laws, like those in California, are beginning to shape how brands use AI tools, from content creation to data management. At a high level, these policies are focused on balancing transparency around AI use with considerations like privacy and security. 

This shift matters. It reminds us that while innovation drives progress, trust drives connection. And with influencer marketing, trust is everything.  

At North, we believe brand reputation is the cornerstone of great influencer marketing. That’s why we are helping clients navigate this intersection between creativity, technology, compliance, and reputation. Whether it’s ensuring disclosure under Ad Standards Canada’s influencer guidelines or preparing for AI-related transparency rules, our focus is on responsible innovation, pairing progress with integrity.  

Planning for 2026 and beyond 

As brands plan their influencer strategies for the next few years, here are three key principles that guide our work: 

• Build hybrid creativity. Use AI for what it does best: insights, analysis, optimization. Then let creators bring personality and emotion to the forefront.
• Protect authenticity. Be transparent about AI usage. Transparency strengthens trust, not just compliance.
• Keep learning. AI evolves fast. The brands that win will be the ones that keep testing adapting and learning, with creators and audiences at the centre of it all.   

My takeaway: the future is collaboration 

As an Account Director, I’ve seen campaigns succeed when we strike the right balance between innovation and intuition. AI gives us new tools to elevate creativity, but human connection remains the heartbeat of influence.  

At North, and across Publicis Groupe, we are embracing this balance: scaling what is possible with AI, while protecting what matters most – authenticity, creativity, and trust. 

Machines or algorithms will not define the future of influencer marketing. It will be shaped by the collaboration between people and technology, and the stories that connect us all. 

To learn more about our influencer marketing services, contact us today.  

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