A new D+ Research report cited by Digiday reveals a growing split in how advertisers are applying AI across marketing channels. While brands have readily adopted AI tools for social media and retail media campaigns, they remain hesitant to use the same technology for influencer and connected TV (CTV) marketing. The report, released July 9, 2026, does not detail specific barriers but highlights a clear pattern of caution in two creator-driven spaces where authenticity and audience trust are paramount.

For creators, this hesitation may signal both opportunity and risk. On one hand, slower AI adoption in influencer marketing could preserve space for human-led negotiation, creative control, and relationship-based deals—factors that often lead to higher sponsorship value and long-term brand partnerships. On the other hand, it may reflect lingering concerns about AI’s ability to vet creator safety, detect fraud, or ensure brand alignment at scale—issues that directly impact monetization stability.

In CTV, where ad insertion and audience targeting are increasingly automated, the reluctance to apply AI suggests advertisers are wary of opaque algorithms affecting ad placement, measurement, or compliance with evolving platform policies. Creators working in sponsored CTV content or hybrid formats should note that brands may prioritize manual oversight, potentially slowing campaign pacing but increasing scrutiny on content quality and disclosure practices.

The trend underscores a broader tension in the creator economy: as AI reshapes ad buying, the areas most dependent on human trust—influencer authenticity and premium video environments—are seeing the most resistance to automation. Until AI proves it can enhance—not undermine—creator-brand relationships, expect human judgment to remain the gatekeeper in these high-stakes, high-trust channels.