Stellar Tech publishes study: How the industry uses AI in influencer marketing

The European technology company Stellar Tech, operator of the Stellar and Creatorz platforms, has further established itself as a leading player in influencer marketing through the strategic acquisition of IROIN® (Germany) in 2025.

The company develops technological solutions that make collaboration between brands and content creators more efficient, transparent, and scalable—thereby strengthening its position as the European market leader. With offices in Brussels and Paris, the company works with international brands such as Nintendo, Dyson, Aldi Süd, Uniqlo, and Air France. Stellar Tech has now published the first cross-border report on the use of artificial intelligence in influencer marketing.

The survey questioned 936 participants from Germany, Austria, Switzerland, Benelux, France, Spain, and Canada – including 42% creators and 58% marketing managers. The conclusion: AI has long since become part of everyday life, but opinions remain divided.

“AI has evolved from the beta phase to become a business-critical factor,” explains Sarah Levin Weinberg, co-founder and CMO of Stellar Tech. The study shows that AI is no longer just an experiment—it influences how campaigns are planned, content is created, and target groups are reached.

At the same time, awareness of the ethical and creative limitations of technology is growing. The industry is calling for clear standards, greater transparency, and responsible use of AI-generated content. Because even though AI speeds up many things, authenticity and trust remain crucial.

Regarding generic results:

“Many complain about the generic results produced by AI tools. Our approach is to feed the AI with significantly more information—with articles, sources, and specific context. According to the principle of ‘garbage in, garbage out,’ the result depends on how well you control the input. AI can do great work when it receives precise instructions.”

When AI is used:

“We decide on a case-by-case basis – depending on the topic, expertise, and creative requirements. Sometimes AI provides the decisive impetus for ideas – in other cases, we use it specifically to further develop concepts or implement them more efficiently.”

On the future of influencer marketing:

“AI is a tool, not a panacea. It can simplify processes, but it cannot replace genuine creativity and human intuition. It is important to communicate openly when content, images, or text have been created using AI. This is the only way to maintain authenticity and trust within the community.”