蘑菇AV

The news: Generative AI (genAI) is taking on a multifaceted role in users鈥� lives, as an influencer, a personal companion, and a consumer proxy. 87% of genAI users would consider asking the technology for social or relationship advice, per Accenture鈥檚 Me, My Brand and AI: The New World of Consumer Engagement survey. Our take: Embedding AI tools like chatbots, agents, and recommendation engines into brand websites can help users shop faster and discover new content. Offering transparency around data use and building opt-out features could help users trust the tools more and give them the peace of mind to hand over personal information in exchange for assistance and recommendations.

43% of creators and influencers in North America say AI tools help them streamline their workflows, according to April 2025 data from URLgenius. However, nearly a third (30%) say they haven鈥檛 noticed any impact.

The news: Lowe鈥檚 launched a home improvement creator network as part of a strategy to reach younger audiences through social media personalities. The network, which Lowe鈥檚 framed as key to deepening its connection with Gen Z and millennial consumers, features MrBeast as its first high-profile partner. Our take: Reaching younger generations is crucial for sustained growth, and as influencer marketing surges, Lowe鈥檚 strategy could prove effective at bridging the gap with young homeowners. Influencer collaborations are most likely to be effective when the creator is seen as unbiased and honest, authentic, entertaining, and educational.

TikTok Shop has emerged for many brands as a pivotal marketplace for discovery and sales. Some 50% of US consumers take product recommendation suggestions from influencers on TikTok Shop, according to February 2024 data from PartnerCentric.

The news: Cannes Lions 2025 kicks off June 16, with media companies and platforms turning the festival into a proving ground for brand innovation. Spotify is merging live acts like Cardi B with audiobook tastings and celebrity panels, while Canva hosts CMO roundtables alongside design influencers. Google, Uber, and Influential are anchoring talks on TV, sports, and creator-driven engagement鈥攚ith yacht-side podcasts and fundraising activations adding a new layer of purpose. Our take: This year鈥檚 Cannes isn鈥檛 about opulence鈥攊t鈥檚 about ownership. Brands that bring substance, not just spectacle, will emerge with more than headlines鈥攖hey鈥檒l leave with lasting partnerships and fresh strategic playbooks.

The news: TikTok announced updates to its ad capabilities focused on the evolving creator ecosystem at its fifth annual TikTok World event. Updates included an analytics tool for audience insights at different stages of the buying cycle, promotions targeting audiences likely to take action, and multiple changes to TikTok One. Our take: TikTok鈥檚 new offerings are key to reassuring advertisers and creators that the platform鈥檚 influencer tools still outperform rivals. The features will convince advertisers that TikTok is essential to connect with relevant creators, while showing creators that TikTok remains the best place to make partnerships.

Publicis purchases influencer marketing platform Captiv8: The deal highlights that marketers are seeing influencers as a must-have for brand growth.

A successful affiliate strategy means casting a wide net: Captiv8 data shared with 蘑菇AV shows that each influencer size category has strategic benefits that shouldn鈥檛 be overlooked.

LGBTQ+ influencers note drop in Pride deals: The change, attributed to pressure from the administration, could have consequences for brands.

Not everyone gets news from creators and influencers. But alternative voices, especially podcasters, hold a lot of sway over key demographics, including Gen Z, men, and consumers who feel marginalized by mainstream media.

Over half (53%) of US B2B marketers have a growing dedicated budget for influencer marketing, according to September 2024 data from TopRank Marketing and Ascend2.

Marketers looking to bolster their influencer strategies must navigate a growing number of agencies, platforms, and vendors. Here鈥檚 a breakdown of the key players in the space.

As retail spending slows down, consumers are increasingly using the same feeds that fuel impulse shopping to bond over the collective desire to curb their spending. This makes an influencer strategy embedded in value and relatability crucial.

YouTube introduces creator marketing updates: The changes aim to position YouTube as an influencer marketing hub amid social media uncertainty.

2024 was a year of legitimacy for the creator economy. 2025 will be a year of professionalization, as creator content scales beyond social media and marketers focus on proving the ROI of their growing influencer marketing investments.

Experts at Publicis鈥� HealthFront event recommend partnering with influencers who have smaller followings: Brands and marketers must assess key factors such as target audience, budget, and alignment with a company鈥檚 mission.

Function Health acquires Ezra, drops price of full-body MRI scan: Whole-body MRI screenings are out of most people鈥檚 price range. Marketers and influencers fueling the preventative wellness trend should also remind consumers of lower-cost, more accessible services.

YouTube shows virtual influencers are gaining traction: While the technology promises innovation, not all consumers are buying in.