Influencers set to creatively coexist with AI

Tellscore points to signs of the times

- SUCHIT LEESA-NGUANSUK

Artificial intelligence (AI) creators are expected to make decisions using other Al agents, while human influencers will still survive by creatively coexisting with AI, says influencer agency Tellscore.

This might involve influencers crafting their own Al avatars to create short-form content, or harnessing AI as a powerful tool to enhance brand development, noted the agency.

According to statistics sourced from “Influencer Economy Worldwide” by Statista.com, the value of the global creator and influencer market posted an average annual growth rate of 20-30%.

In 2024, the market value reached US$24 billion, and it is projected to soar to $32.5 billion this year, reflecting a strong upward trend worldwide.

One trend this year is the rise of AI in creator-led branding, said Suvita Charanwong, chief executive and co-founder of Tellscore, at Thailand Influencer Awards 2025 held by Tellscore recently.

This approach goes beyond simple differentiation, focusing instead on “telling stories with a human connection,” according to Ms Suvita. It communicates what the brand represents, the value it delivers to consumers, and highlights the influencers and creators involved and how they engage with their communities, she noted.

She added that to strengthen branding and deepen audience engagement, it is vital to integrate online-to-offline marketing strategies through real-world initiatives such as events, workshops, and concerts.