[Marketing Week] Bob Koigi: Why AI needs creators

Crucially, the findings suggest that influence is becoming less about reach and more about trust.

As artificial intelligence moves from a search tool to a shopping adviser, consumers are making clear that they do not want algorithms to operate in isolation. They want human experience to inform the machine.

Global research by the Interactive Advertising Bureau (IAB), based on 2,200 recent AI-shopping users across five markets, found that 56% prefer AI recommendations incorporating creator perspectives, while 65% have greater confidence in AI advice when it draws on credible creator reviews. Overall, 80% are comfortable relying on AI recommendations.

The shift is most pronounced among younger consumers. About 65% of Gen Z and Millennials favour creator-informed recommendations, compared with 34% of Boomers. For Gen Z, creator reviews have almost as much influence as brand or advertising information.

Crucially, the findings suggest that influence is becoming less about reach and more about trust. Everyday consumers are the most trusted creator group, followed by professional reviewers and subject-matter experts. Credibility, consistency, expertise and transparency matter more than popularity.

For brands, this signals a deeper change in creator marketing. The opportunity is not simply to place creators alongside AI, but to make credible human experience part of the data and content shaping purchasing decisions. As AI accelerates product discovery, trust may become the most valuable currency creators bring to commerce.

Campaigns of the week

Jeep has launched This Is Jeep Country, a national marketing campaign that connects the brand’s 85-year history with its relationship with American drivers, communities and outdoor adventures.

Vodafone is launching its SuperMobile offering in the UK with a campaign from Leo UK starring Roman Kemp.

Havas has developed Madrid Turismo by IFEMA MADRID’s international campaign Madrid Beats, using an invisible heart as a symbol of the energy, lifestyle and cultural identity associated with Madrid.

Agencies and accounts

DEPT has been appointed media and search engine optimization (SEO) partner for American Family Care (AFC), the US urgent care provider.

FINN Partners has been appointed public relations agency of record for Textron Aviation’s 2026 Special Olympics Airlift and other corporate initiatives.

Saatchi & Saatchi has been appointed to Australian Retirement Trust's creative account taking responsibility for creative strategy and communications as the superannuation fund seeks to strengthen member engagement and brand relevance.

Partnerships and acquistions

VIOOH has partnered with Starlite Media to make the media company’s digital out-of-home (DOOH) inventory across US shopping destinations.

Comcast Technology Solutions (CTS) has signed a multi-year agreement with A+E Global Media to provide premium content distribution services through Comcast MediaExpress.

Captains of Industry

This week, Marketing Report spoke with Wesley ter Haar, Monks' Chief AI Officer about cannibalisation of generic search advertising and how the company is responding to the arrival of advertising on ChatGPT.

Other major news of the week

Omnicom Advertising has announced leadership changes with Andrew Robertson being named CEO following the retirement of Troy Ruhanen.

LIONS is taking its CMO Accelerator programme beyond Cannes Lions with five City Editions planned across Los Angeles, Singapore, New York, São Paulo and London between September and November 2026.

Eurobest has announced its 2026 Jury Presidents, with representatives from nine markets, the highest number of markets represented in the Awards’ history.

Bob Koigi is the editor-in-chief of Marketing Report.One

Follow Marketing Report on LinkedIn