There’s no shortage of AI tools hitting the market, all promising to help you discover the "perfect" creators for your brand. But here’s the thing—finding creators who align with your brand, product, and content objectives? That’s never been the problem.
Back in the 1.0 days of influencer marketing (think early CreatorIQ, Upfluence), we already had platforms that matched creators based on audience size, engagement, and niche expertise. Manual review did the rest, with marketers spotting the right fit in minutes because—spoiler alert—humans are really good at seeing potential beyond an algorithm's rigid patterns.
But now we’re told we need AI to do that? It feels like a classic case of "solution in search of a problem." The basics of audience, expertise, and production quality haven’t changed. What has changed? Now there’s an increased chance of AI skipping over hidden gems just because they don’t fit the perfect algorithmic formula.
The real problem is what comes after discovery: getting creators to respond, knowing what to say, securing contracts, and making sure they have the freedom to create something great for your brand. This is where AI should step in. Recruitment is outbound sales 101, and AI has already revolutionized that space—automating outreach, suggesting smarter messaging, and streamlining the whole process.
And let’s not forget legal AI. If you’ve ever wished for a business affairs partner in your pocket during talent negotiations, AI’s your best friend. It speeds up contracting, especially when the talent’s agent is using it too—letting you skip the legal ping-pong and get straight to work.
So, is AI solving the right problem here? Or are we just throwing algorithms at something humans were already great at? Let’s talk about where AI could actually make a difference. What do you think—has discovery ever really been the hard part, or is the real challenge everything that comes after?