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.
Key Takeaways & Evidence Grounding
- 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.
Connected Companies & Entities
7 Entities mappedNetflix
Streaming platform with subscription and advertising revenue.
Amazon
Global commerce, cloud, advertising and subscription platform company.
WFA
Global advertiser membership network offering benchmarks, policy intelligence and peer forums.
Tinuiti
Performance marketing agency with proprietary measurement technology.
Later
Social media, influencer marketing, and creator commerce software platform.
Rembrand
AI platform for in-content ads and automated video creative.
Roku
Connected TV platform combining streaming, advertising and app distribution.
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