Creators have spent years optimizing for social media algorithms. Now, they’re facing another digital hurdle in discoverability: AI chatbots.
It’s not just shoppers turning to LLMs for product recommendations and shopping — even though nearly one in five consumers have already replaced traditional research with AI, according to a recent SponsorCX survey. Brands and their agency partners are also turning to AI chatbots to determine which creators are being cited the most to strike partner deals, agency execs told Digiday.
Olive oil brand Kosterina, for example, told Digiday that it often starts searches for potential creator partnerships in Claude. And agency execs say they’re starting to include AI visibility efforts in briefs.
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