AI Powers Creator Commerce

The Rise of AI-Driven Creator Commerce

As retail deals with economic challenges, platform shifts, and cautious consumer behavior, creators are stepping up as strategic commercial partners, not just storytellers. Fueled by artificial intelligence (AI), creators are changing affiliate and brand partnerships, becoming more efficient and effective.

The lines between influencer, affiliate, and entrepreneur are fading. Creators now enhance product choices, automate audience interaction, and generate revenue like performance marketers. A recent survey found that 59 percent of creators use AI to improve workflows and monetization. 43 percent of those surveyed stated AI helps with creative tasks, 34 percent use AI to automate engagement, and 23 percent use it for product selection and audience data analysis. This shows that creators are using AI for commercial strategy, not just content.

Full-time creators, who made up 80 percent of survey respondents, report a decrease in consumer spending on affiliate products. Economic pressures are also affecting marketing. Research indicates that 59 percent of CMOs feel they lack sufficient budget. With marketing budgets remaining steady at 7.7 percent of company revenue, marketers are urged to achieve more with fewer resources. This is also true in the creator economy.

Smaller brand deals, lower commissions, and platform instability are pushing creators to use AI as a necessity. They are using AI to make better decisions, such as focusing on products that convert, aligning with trends, and adjusting campaigns based on data.

AI is also transforming product discovery, which can be time-consuming. With numerous products on platforms like Amazon.com, TikTok Shop, and Shopify, creators face many choices. AI recommendation engines help creators curate products and reduce sales friction. This saves time and connects content with commerce, making product decisions more data-driven and efficient.

Rethinking Creator Partnerships

Retail leaders need to change how they approach creator partnerships and enable smarter collaboration. As AI enhances creator capabilities and competition, successful brands will empower creators to perform like growth marketers.

According to a survey, creator marketing budgets are fragmenting as the influencer space becomes more complex. While total budgets increase, average brand spending per creator is decreasing. This increases pressure on creators to deliver ROI. Like CMOs managing media budgets, creators now assess brand opportunities based on conversion, commission, and data transparency. Retailers need to meet these expectations.

The creator “marketplace” includes AI-powered storefronts and affiliate hubs, not just TikTok or Instagram. Products need to be easily discoverable, filterable by price, and include reviews and deals. Creators want better insight into product discounts, price sorting, and reviews, which are important for promotions. If a catalog isn’t structured for search and performance, it won’t be seen where commerce occurs.

To fully use AI in creator commerce, retail leaders should adjust to shifting economics. Affiliate commissions offer brands a transparent way to measure ROI, and creators are choosing programs that focus on performance. AI helps them compare and act, and winning brands will support this with infrastructure.

A report indicates that 54 percent of global brands plan to increase influencer marketing investment and rely on agencies to navigate the creator economy. This suggests a shift toward long-term partnerships and strategic creator engagement. Retailers must meet creators where they are, use performance metrics, and build systems that support growth.

Despite economic pressures, creators are adapting by using AI to become more autonomous and results-oriented. Retailers who understand this will find a new type of creator partner that acts like a growth marketer. In a time of high margin pressure and limited attention, this can be a valuable asset.

Brian Klaisis is the CEO and founder of URLgenius, a mobile deep linking platform for marketers.