5 Creator Marketing Trends Defining 2026, According To Experts |
Creator marketing steps into its power in 2026.
Projected to surpass $40 billion globally, it remains the fastest-growing segment of the marketing industry. Even amid economic uncertainty, average annual influencer marketing investment increased 171% from 2025 to 2026. Leading brands are dedicating more than half of their marketing budgets to creators. Brands such as Unilever committed 50% of their advertising spend to influencer marketing, underscoring the channel’s strategic importance.
As the creator economy matures, brands and creators are quickly adapting their strategies.
Here are five key creator marketing trends to watch in 2026, as identified by industry experts.
AI is becoming embedded in agency and creator workflows, streamlining operations while enhancing creativity. Amber Kai, Founder at Sequential and former Head of Partnerships at YouTube, explains: “AI helps us explore angles, pressure-test narratives, and align creators and brands before production begins, which leads to better content and stronger partnerships.”
At Golin, Audrey Ogden, Senior Manager of Influencer Marketing, uses tools like Claude to synthesize client and creator feedback into actionable guidance, keeping creators focused on high-quality work. Creators like