As AI reshapes consumer purchase paths, marketing budgets are shifting from reach-focused to trust and authenticity-centered approaches.
Why Influencer Marketing Budgets Are Shifting Back to Authentic Creator Content in 2026
Marketing budgets are shifting from large influencers to small-scale authentic creators. Trust and resonance, not reach, have become the criteria determining ROI, and brands are now selecting partners based on content authenticity rather than follower count. As AI increasingly guides consumer choices, the value of trustworthy voices grows even more.
Creator-Brand Deals Remain Mostly One-Off — YouTube Leads in Long-Term Partnerships
According to reports, most creator-brand partnerships remain one-off contracts. YouTube leads other platforms in long-term partnerships, with only channels that have built lasting relationships reaping the real benefits of partnership. Brands remaining in one-off transactions are more easily replaced in the AI era.
42% of Consumers Now Shop Using AI Tools — NIQ Data
According to NIQ data, 42% of consumers are already using AI tools for shopping. AI doesn’t replace purchase decisions but guides the selection process itself, and the purchase journey is being fundamentally reshaped. In AI-filtered purchase journeys, brands with trustworthy positioning become the recommended choice.
OpenAI Enters Ad Platform Market with ChatGPT Ads Manager
OpenAI’s entry into the advertising platform market with ChatGPT Ads Manager is shaking up the existing ecosystem. As advertising infrastructure itself shifts to an AI-centric model, existing platforms face a new competitive landscape. As exposure migrates to AI, the conditions for being chosen converge on content quality and authenticity rather than budget.
America’s Best Racing Kentucky Derby Campaign Surpasses 150 Million Views
A campaign centered on authentic storytelling achieved a record-breaking 150 million views. Content authenticity, not platform size or advertising budget, determined reach. This case demonstrates in numbers that authentic content delivers results regardless of technological changes.
We hope you find insights from today’s marketing news that your brand can reference.
Soulpapa Marketing’s Perspective
AI is changing purchase paths, and advertising infrastructure itself is being restructured around AI. How brands reach consumers has fundamentally changed.
Yet the criteria for which brands get chosen haven’t changed. Budget isn’t the deciding factor—trust is. Reach isn’t the deciding factor—content authenticity is.
Even as technology reshapes the path, authenticity wins the choice.
Frequently Asked Questions
How should brands allocate influencer marketing budgets in the AI era?
It’s more effective to reallocate budgets toward authentic small-scale creators rather than large influencers with massive followings. In an environment where AI guides consumer purchase journeys, trust and resonance become the core criteria determining ROI. In particular, long-term partnerships with creators outperform one-off contracts in delivering real marketing results.
If 42% of consumers shop using AI, what positioning strategy should brands adopt?
AI doesn’t replace purchase decisions but filters and guides consumers’ selection process. Therefore, it’s crucial for brands to establish trustworthy positioning and consistent authenticity so AI can recommend them as choices. With advertising environments themselves shifting like OpenAI’s ChatGPT Ads Manager entry, managing brand trustworthiness within AI platforms will become a new marketing challenge.
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Original Korean: https://soulpapa.co.kr/2026/05/15/marketing-news-2026-05-15/
Insights from Soulpapa Marketing — Korea’s digital marketing agency.
