Creator content has long shaped how people discover and evaluate products. But as AI systems increasingly interpret information across the internet to recommend products, that same creator content is becoming part of the signal those systems rely on. In other words, creators may now influence not only consumers but also the AI systems that guide consumer decisions.
In this session, speakers from IAB, global brands and the creator economy, will explore how AI systems interpret creator content as signals in the commerce journey -- ranking expertise, synthesizing reviews, and surfacing recommendations.
Grounded in new global consumer research, the panel will examine:
• How comfortable consumers are with AI-assisted shopping.
• Whose voices they want AI systems to rely on when recommending products
and how creator credibility, expertise, and authenticity translate into signals that shape AI-driven recommendations.
• For advertisers investing in creators, this shift raises important strategic questions: what kinds of creator content influence AI systems, and how should brands think about creator partnerships when both humans and machines are part of the decision journey?
Space is limited. Secure your spot, today!
