How Creators and Brands can Define AI’s Role in Authentic Content

TL;DR

• 44% of marketers already use AI in content creation, with both creators and brands recognizing the need for clear guidelines

• 76% of brands and 43% of creators agree that regulations around AI use are necessary, creating a foundation for collaborative standard-setting

• The nuanced creator perspective reveals sophistication, not resistance: 52% express concerns about AI-generated visuals, while 45% see AI text support as enhancing authenticity

• Brands that partner with creators to develop AI disclosure policies will build stronger relationships and better content

The conversation around AI in content creation has been framed as a tension point between creator authenticity and brand efficiency. But recent data from Later tells a different story. With 44% of marketers already incorporating AI into their content creation workflows, we’re past the point of whether AI belongs in creator marketing. The real question is: who gets to define how it’s used responsibly?

The answer should be creators and brands, together.

The current state of AI in creator marketing

Over the past year, AI has moved from experimentation to integration faster than most industry observers predicted. Nearly half of all marketers now use AI tools in their content creation process, and that adoption is accelerating. But this rapid integration has created a gap where clear standards should exist.

The result is inconsistency. While a majority of creators use AI in brand collaborations, some creators prominently disclose AI assistance, and others use it silently. On the brand side, some brands require transparency while others don’t ask questions. This patchwork approach creates confusion for audiences and risk for everyone involved.

What’s often missed in the debate about AI disclosure is that both sides of the creator-brand partnership actually want the same thing: clarity, authenticity, and trust with audiences. The perception gap isn’t about values. It’s about the absence of shared frameworks.

The alignment that’s being overlooked

Here’s the encouraging reality that should reshape how we think about AI in creator marketing: both brands and creators are on the same page about established frameworks. Later data reveals that 76% of brands and 43% of creators believe regulations around AI use are necessary.

When three-quarters of brands and nearly half of creators recognize the need for guidelines, the foundation for collaborative standard-setting already exists. The opportunity isn’t to impose top-down mandates or wait for regulatory bodies to catch up. It’s to bring creators and brands together to build these frameworks from the ground up.

This alignment makes several things possible. First, brands gain clear policies that protect their reputation and satisfy increasingly AI-aware consumers. Creators get guidelines that respect their expertise while removing ambiguity about what’s expected. Audiences receive the transparency they’re beginning to demand. Everyone wins when the rules of engagement are established collaboratively.

The brands that recognize this opportunity first will differentiate themselves not just through their content, but through their partnerships.

Creators are evaluating AI thoughtfully

One of the most persistent misconceptions about creators and AI is that creators are fundamentally resistant to the technology. The data reveals something more sophisticated.

Yes, 52% of creators express concerns about AI-generated visuals. But 45% see AI text support as actually enhancing authenticity by helping them articulate their genuine thoughts more effectively. 

Creators understand that not all AI applications are created equal. They recognize that AI tools that help them organize their thoughts, improve their writing clarity, or handle repetitive tasks are different from AI that generates manufactured content pretending to be their original work.

This nuanced perspective demonstrates creative maturity. Creators aren’t rejecting technology. They’re evaluating it based on whether it serves or undermines their authentic connection with audiences. That’s exactly the kind of thoughtful approach brands should want in their creator partners.

The brands that acknowledge this sophistication and engage creators as strategic partners in AI integration will build stronger, more productive relationships. 

Co-creation builds competitive advantage

The most forward-thinking approach to AI disclosure isn’t brand-dictated policies or creator-only standards. It’s co-created guidelines developed through genuine partnership.

When brands and creators collaborate on AI disclosure frameworks, several advantages emerge:

• Practical applicability: Creators understand the realities of content production in ways brands often don’t. Their input ensures policies work in practice, not just in theory.

• Authentic buy-in: Guidelines developed collaboratively generate genuine commitment rather than reluctant compliance. Creators who helped shape the standards become advocates for them.

• Differentiated positioning: Brands that pioneer co-created AI policies signal to both creators and consumers that they value transparency and partnership. This becomes a competitive advantage in recruiting top creator talent.

• Scalable production: Clear, agreed-upon standards help accelerate content creation by removing ambiguity. Creators spend less time wondering what’s acceptable and more time creating within clear boundaries.

This collaborative approach transforms a potential tension point into a partnership strength. Instead of AI disclosure being something brands monitor and creators resist, it becomes a shared commitment that both parties champion.

The mechanism for this co-creation doesn’t need to be complicated. It can start with simple conversations: What AI tools are creators already using? Where do they see value? Where do they see risk? What disclosure language feels authentic? What level of detail serves audiences without becoming burdensome?

The AI transparency window is open now

Here’s the strategic reality: 58% of brands already see AI as enhancing visual authenticity. This creates an immediate opportunity for establishing clear disclosure practices before external forces impose requirements.

Think about the regulatory landscape taking shape around AI. Governments worldwide are developing frameworks for AI disclosure. Platform policies are evolving. Consumer expectations are shifting. All of this is moving toward mandatory transparency requirements.

Brands that establish clear AI disclosure practices now position themselves in a few advantageous ways:

Industry leadership: Being ahead of regulations rather than reactive to them creates positive brand perception and allows early adopters to shape conversations. 

Operational readiness: Developing internal processes and creator guidelines before they’re required means smoother operations when mandates arrive. Scrambling to comply after deadlines create rushed, suboptimal solutions.

Authentic positioning: Voluntary transparency demonstrates genuine commitment to audience trust rather than minimum legal compliance. The difference matters to increasingly sophisticated consumers.

The window for this proactive approach is limited. As regulations and industry norms solidify, the opportunity to be a pioneer narrows. The brands moving now will be remembered as leaders who helped define responsible AI use in creator marketing.

AI literacy as creator differentiation

For creators, helping to develop AI guidelines extends beyond partnership opportunities. AI literacy is rapidly becoming a valuable professional skill that creates competitive advantage.

Creators who develop thoughtful frameworks for AI integration while maintaining their authentic voice will differentiate themselves in several ways:

Partnership appeal: Brands increasingly want creators who can leverage AI tools effectively while maintaining authenticity. The ability to do both is marketable.

Audience trust: Creators who are transparent about AI use and articulate about their approach build deeper trust with audiences navigating their own questions about AI content.

Creative efficiency: Strategic AI integration enables creators to produce more content, explore more creative directions, and spend more time on high-value creative decisions rather than repetitive tasks.

Professional development: Understanding AI tools and their applications is a skill that will only become more valuable as the technology evolves. Early investment in this literacy pays long-term dividends.

The creators who lean into this opportunity aren’t abandoning authenticity for efficiency. They’re expanding their capabilities while maintaining their voice. That combination is increasingly what brands are looking for.

The path forward is collaborative

Both creators and brands recognize the need for clear AI guidelines. Both sides bring valuable perspectives to developing those guidelines. The collaborative approach that treats AI disclosure as a shared commitment rather than a point of friction creates better outcomes for everyone involved.

The brands that move first on this collaborative standard-setting will build stronger creator relationships, produce better content, and position themselves as industry leaders. The creators who develop AI literacy and thoughtful integration frameworks will differentiate themselves in an increasingly competitive landscape.

The opportunity is immediate, and the benefits are clear. What’s needed is the willingness to treat this moment not as a threat to authenticity but as an invitation to define what authentic AI-enhanced content looks like.

Ready to develop AI disclosure frameworks that strengthen your creator partnerships? Book a call with our team to discuss how Later can help you navigate AI integration thoughtfully and strategically.

Methodology

This article draws from Later's proprietary 2026 Creator Economy Trends Report, based on internal research including surveys of 609 creators and 862 brands (525 qualified), along with supplementary third-party industry data from sources including eMarketer and Statista. Survey data has a margin of error of approximately ±4% for creators and ±4.3% for brands.