• 48% of influencer marketing agencies report clients now expect strategic guidance on AI, automation, or new platforms (CreatorIQ/Sapio, July 2025).
  • This expectation tops other demands: faster turnaround times (40%) and an increased focus on ROI (40%).
  • Agencies face pressure to expand from campaign execution to AI strategy, tools selection, and platform roadmaps.

Why the shift matters

Brands are moving beyond one-off creator campaigns and asking influencer agencies for higher-level guidance on AI, automation and new platforms. In a July 2025 survey by CreatorIQ and Sapio Research, 48% of influencer marketing agencies said strategic guidance on these topics was the biggest change in client expectations this year — ahead of faster turnaround times (40%) and a sharper focus on ROI (40%).

This change signals that marketers view influencer partners not just as execution specialists but as strategic advisors who can help navigate generative AI tools, content automation, platform selection, and measurement frameworks.

What agencies are being asked to do

Agencies now report requests that go beyond talent sourcing and campaign logistics. Common expectations include:

  • Evaluating and recommending AI or automation tools for content creation and workflow efficiency.
  • Advising on new or emerging platforms where creators and audiences are migrating.
  • Designing strategies that integrate AI-generated content while maintaining brand safety and authenticity.
  • Helping set up measurement and attribution approaches that capture AI-enabled activity.

None of these demands were framed as absolute requirements in the survey, but the clear shift places strategic advisory work near the top of client priorities.

Impact and risks for agencies and brands

For agencies, the new emphasis requires different capabilities: technical know-how about AI tools, stronger analytics and clearer governance around creative automation. Agencies that adapt may win larger, long-term retainer relationships as brands seek partners who reduce risk and speed up adoption.

However, the pivot also brings risks. Brands and agencies must balance speed with ethical and quality controls: AI-driven content can increase output but also raise authenticity and compliance questions. Agencies will likely need to formalize processes for testing tools, vetting outputs, and ensuring creators retain a distinct voice.

What to watch next

Expect more agencies to advertise AI strategy services, training programs for creators, and partnerships with platform or tool vendors. Brands should clarify whether they want advisory help on selecting and governing AI tools or just faster campaign execution. The choice will determine whether agencies act as tactical vendors or strategic partners.

CreatorIQ and Sapio Research’s July 2025 data highlights a turning point: influencer marketing is evolving into a broader strategic conversation over technology and platforms. Brands that ignore this trend risk falling behind competitors already treating agencies as trusted AI and automation advisors.

Image Referance: https://www.emarketer.com/content/brands-turning-influencer-agencies-ai-strategy–not-just-creator-campaigns