Artificial intelligence is streamlining how brands connect with social media influencers, with 54.8% of marketers reporting positive results from AI-powered outreach tools, according to the Influencer Marketing Hub’s 2024 AI Marketing Benchmark Report.

Speaking to 1,290 marketing professionals, the report reveals that AI systems are particularly effective at identifying and matching brands with micro and nano-influencers, who typically serve specialized audience segments.

The adoption of AI in influencer marketing reflects a broader trend, with 69.1% of marketers using AI in their operations, up from 61.4% in 2023. Generative AI tools have prompted 42.2% of respondents to significantly modify their campaign management approaches.

Investment levels vary across the industry. While 47.6% of respondents allocate less than 10% of their marketing budgets to AI-driven campaigns, 19% direct more than 40% of their spending toward AI initiatives.

In a 2025 survey of 315 influencer marketers, the Influencer Marketing Hub discloses that 60.2% of respondents reported actively using AI for influencer identification and campaign optimization, a figure consistent with 2024’s 63% of respondents planning to adopt AI or machine learning. While 22.4% reported extensive usage, the majority, 37.8%, indicated limited application, signaling untapped potential.

New Solutions and Market Development

AI-driven influencer marketing continues expanding, with established players introducing new solutions and honing existing offerings. 

Athlete influencer marketing platform MOGL launched MOGL AI in early February, introducing automated influencer discovery and campaign management processes. This AI system matches brands with athletes based on audience demographics, engagement metrics, and content style while providing real-time analytics for performance optimization.

MOGL AI’s features include automated influencer scoring, which ranks athletes based on campaign fit, and data-driven optimization tools that leverage first-party data to target specific demographics. The platform also streamlines workflow through automated contract generation and integrated messaging systems.

Image credit: MOGL

According to MOGL, brands using their AI solution have seen response times from influencers drop from an average of 29 hours to just 3 minutes – a 99% reduction in overall time. 

“MOGL AI leverages first-party data to match brands with influencers that best fit their criteria,” says Ayden Syal, CEO and co-founder of MOGL. “Once their campaigns go live, they can immediately see the difference in performance because they actually matched to influencers that align with their product.”

The platform’s focus on athlete influencers appears to be yielding significant results. “Athletes bring unique value to brands both from a qualitative and quantitative perspective,” Syal explains. “Sports is the fastest growing and most popular media category today and athletes, especially those on college campuses, drive the social fabric of their communities.” 

The platform reports that its athlete influencers achieve an average Instagram engagement rate of 19% – six times the platform average.

In one recent case study Syal shared, a consumer brand recruited over 4,000 NCAA athletes through MOGL’s platform, generating more than 101 million impressions and nearly 11,000 pieces of user-generated content. The platform’s first-party data capabilities enable detailed reporting on metrics including impressions, reach, engagement, CPM, CPE, and CTR, along with audience insights such as gender, geography, and age.

Aside from MOGL, Whalar Group has also introduced an AI-powered assistant for creator economy-related inquiries and services it branded as Sonar. . 

“We couldn’t be more excited by the transformative impact that AI is going to have on the creator economy,” Neil Waller, Whalar Group co-founder, writes on LinkedIn. “From tools that will enable Creators to do what would have previously required a robust team and millions of dollars, to agentic AIs that are going to give so much time back to Creatives to focus on what they do best.”

Others who have launched similar AI-powered products include Brandwatch, Upfluence, Modash, etc.

Despite the innovation, the Influencer Marketing Hub notes challenges persist. About 36.7% of marketers express concerns about authenticity in AI-powered partnerships, and 69.8% report technical difficulties with AI marketing software. Education remains a significant barrier, with 71.7% of non-adopters citing insufficient understanding of AI systems as their primary constraint, up from 41.9% in 2023.

“There are a handful of ‘AI-powered’ offerings that claim automatic outreach in the market right now – but under the hood they are just automating cold-email outreach campaigns and thus do not provide the magic of creating a campaign brief and then having Influencers that match what you are looking for,” comments Syal.

According to him, the most effective use of influencer campaigns is to change brand perception amongst the target audience. He concludes: “If brand perception is what is getting in the way of achieving business goals, then influencer campaigns are one of, if not the best, marketing options available.”