Observed Signal · Jul 9, 2026 · Research Report · Source: Digiday · Impact: 2/5 · Sentiment: Neutral
Influencer Marketing & CTV AI Adoption Market: Marketers Slow to Use AI for Influencer and CTV
Digiday+ and Modern Retail+ surveys of more than 100 marketing professionals in Q1 2026 find marketers are adopting AI faster for social and retail media than for influencer and connected-TV (CTV) channels. Only 25% use AI for influencer marketing—mostly for data analysis (75%), content creation (63%) and outreach (56%)—while 82% report not using AI in CTV campaigns; among the 18% who do, common uses include data analysis (69%) and content creation or ad buying (54%). Brands and agencies cite authenticity and consumer-trust concerns about virtual influencers. The reporting highlights vendor and platform activity (Beekman 1802, Bezel, Later, POP.STORE; Amazon and Roku tools) and research advances such as VOID, an AI video tool demonstrating advanced editing and object removal.
Survey-based insight into AI adoption across marketing channels highlights slower uptake in influencer and CTV — relevant to vendors, agencies and marketers planning product roadmaps and go-to-market for AI tools, but based on a modest sample and not an industry-wide mandate.
Wichtigste Kernpunkte & Evidenz
- Surveys by Digiday+ and Modern Retail+ of more than 100 marketing professionals in Q1 2026.
- 25% use AI for influencer marketing; among those, 75% use it to analyze data, 63% to create content, and 56% for influencer outreach.
- 82% said they are not using AI in CTV; among the 18% who do, 69% use it to analyze data and 54% to create content and buy ad placements.
- Brands and agencies cite authenticity and consumer-trust concerns about virtual influencers (WFA: 96% of brands avoiding virtual influencers cite consumer trust issues).
- Examples and tools cited include Beekman 1802, Bezel, Later, POP.STORE, platform tools from Amazon and Roku, and the VOID AI video research demo.
Verknüpfte Unternehmen
7 verknüpfte UnternehmenNetflix
Streaming-Plattform mit Einnahmen aus Abonnements und digitaler Werbung.
Amazon
Globale Commerce-, Cloud-, Advertising- und Abonnement-Plattform.
WFA
Globales Werbetreibenden-Netzwerk, das Benchmarks, regulatorische Insights und Peer-Foren für multinationale Marken bietet.
Tinuiti
Eine führende Performance-Marketing-Agentur mit proprietärer Technologie für Datenanalyse und Erfolgsmessung.
Later
Softwareplattform für Social-Media-Management, Influencer-Marketing und Creator Commerce.
Rembrand
KI-Plattform für In-Content-Werbung und automatisierte Video-Creatives.
Roku
Eine führende Connected-TV-Plattform, die Streaming, Digitalwerbung und App-Distribution nahtlos miteinander verbindet.
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