From AI to LI: The Evolving Landscape of Influencer Marketing
- asrossow78
- Jul 23
- 2 min read
The influencer marketing landscape continues to evolve at breakneck speed, with brands and influencers adapting to changes in technologies, platforms and consumer behaviors. The stakes for success also have also never been higher, with the lion’s share of marketing dollars being poured into the channel. With the global influencer marketing industry expected to surge from $24 billion in 2024 to $32.55 billion this year, the question isn’t whether it works, but how to make it work better and stay ahead of the curve.
From the rise of LinkedInfluencers to influencers developing content for AI discovery, these five key trends are reshaping influencer marketing’s next era.
1. LinkedInfluencers on the Rise
LinkedIn, seemingly out of nowhere, has transformed into one of the hottest channels for influencer marketing, marking one of the biggest platform shifts in recent years. It’s attracting B2B companies and influencers across industries, from small businesses to major pharma and tech giants–all tapping into this audience of highly-engaged decision-makers and professionals. It creates thought-leadership opportunities that you can’t find with traditional advertising.
LinkedIn has empowered this by releasing a number of creator tools, including short-form video and analytics that are drawing more brands and influencers to the platform. More LinkedIn-specific influencer marketing agencies like Creator Authority are also popping up to take advantage of this growing movement. As more professionals turn to LinkedIn for education and inspiration, it will become a key channel for targeted influence.
2. The Rise of AEO – AI Reshapes Influencer Strategy
As AI tools such as ChatGPT become a starting point for consumers to find information, research problems and buy products, it’s creating new opportunities for brands to foster partnerships that take into account answer engine optimization (AEO) – the process of optimizing content so it surfaces on AI engines. This new era of search doesn’t typically pull from content on video platforms such as TikTok or YouTube, so marketers are increasingly seeking out influencers who can place content where LLMs can find and digest it, such as blogs and personal websites.
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