Main tech corporations like Microsoft and Google are providing large cheques to social media influencers, hoping to flip them into promoters of their Synthetic Intelligence (AI) merchandise and lure extra folks to check out their companies.
This development can be witnessed amongst synthetic intelligence gamers, reminiscent of OpenAI, Anthropic and Meta, which have additionally ramped up hiring social media creators to put up sponsored content material on platforms like Fb, Instagram, YouTube and even LinkedIn, CNBC reported.
These promotions do not come low-cost. Some creators could make a fortune, with payouts for influencer collaborations operating into a whole lot of 1000’s of {dollars}, in accordance to business specialists quoted by the company.
This scorching development is being carefully watched by AI corporations, which have sharply elevated their promoting over the previous yr. Generative AI platforms spent greater than $1 billion on digital advertisements in the US in 2025, up 126% from the earlier yr, in accordance to knowledge from Sensor Tower.
Now, Influencer advertising and marketing is rising as the following battleground within the AI growth, with tech companies racing to faucet standard creators to entice customers and stand out in an more and more crowded market.
How a lot are these corporations providing?
Microsoft and Google have paid social media creators between $400,000 and $600,000 for long-term partnerships spanning a number of months. In the meantime, AI corporations are prepared to spend much more than others, the company stated.
Firms constructing AI have some huge cash to spare. For instance, Anthropic lately raised over $10 billion at a $350 billion valuation, whereas OpenAI was valued at $500 billion late final yr. On high of that, tech giants like Microsoft, Alphabet and Meta are every price trillions of {dollars}, that means all these gamers have deep pockets, and therefore, prepared to spend aggressively to keep forward.
Some creators can cost as a lot as $100,000 per put up. “A few of these larger corporations have a lot cash to spend,” stated AJ Eckstein, founder and CEO of Creator Match, including, “they don’t care to negotiate.”
Digital advert spending by Google and Microsoft to promote their AI merchandise jumped roughly 495% final month in contrast with a yr earlier, in accordance to Sensor Tower. OpenAI additionally elevated its digital advert spending greater than 10 occasions in 2025.
Past sponsored posts, AI corporations are additionally spending closely on creators by extending invites for occasions to choose people, providing early entry to new instruments, in addition to paying for his or her journey and lodging.
Some creators refuse to be swayed
Although the paycheques might appear to be a gold mine, not all creators are snug with accepting model offers tied to AI merchandise. Completely different people have their very own causes to accomplish that.
Some stated they’ve turned down offers with AI corporations due to moral, environmental and inventive issues. Others stated their audiences could be hostile towards AI sponsorships, creating concern of backlash or getting “canceled”, a scenario the place a person is focused by netizens.
A number of creators additionally advised CNBC that they are rejecting probably tens of 1000’s of {dollars} in sponsored offers associated to AI. Creator company specialists stated backlash tends to be strongest round instruments that generate photos or video, which many creators see as instantly changing their creative labor, CNBC reported.
Content material creator Jack Lepiarz, who goes by the username Jack the Whipper and has greater than 7 million followers throughout platforms, advised CNBC he instantly declines any model deal that entails the promotion of AI.
“I can’t in good conscience assist one thing that’s going to make it more durable for regular folks to make a residing,” stated Lepiarz, whose content material tends to give attention to his performances at Renaissance festivals.
In a nutshell, because of this some influencers draw a tough line when it comes to AI. Even when a model deal pays properly, they select to keep away from selling AI merchandise, usually to defend their values, credibility, or relationship with their viewers.
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