Smarter content starts with smarter tech. That’s why Kantar offers an entire AI solution suite to help you with all your marketing needs. From creative to customer experience, Kantar can help your brand analyze data to create better content.
Creative quality isn’t just a nice-to-have. It’s actually a major money-maker—so major, in fact, that quality is the second largest driver of profitability.
And where does top-notch creative shine the brightest? With creators, of course, in the big, big sky of social media. Which means that the biggest, most important tasks you need to master include picking the right partners to tell the right story to connect with the right audience.
AI can help with all that. It can crunch data lightning fast, dish out supersmart insights, and help make your creative really stand out. Kantar hosted a panel at Cannes Lions 2025 (moderated by our very own Kristine Wyatt, VP, audience and ad operations at Morning Brew Inc.) to talk all about the future of creator marketing and how AI can enhance creative impact.
We’re here to bring you the deets of their recent convo. Let’s get into it.
The power of personalization
The biggest reason creator content performs so well? Kantar’s panelists dug into this exact question and came up with one main answer—because creators have been able to achieve something that brands have been chasing for decades: personalization at scale.
And this personalization comes to you at a much lower lift (and cost) than most brands normally would have to pay for an entire production crew to create the same kind of content. Especially because creators just need a little bit of messaging from brands to do their magic.
And when we say a little bit, we mean it. Creator content performs much better when the brief they’re given isn’t too prescriptive or specific. Instead, when creators are given a few guidelines and some creative freedom, they’re able to create great content that resonates with their audience.
Kerry Benson, SVP, creative strategy at Kantar, emphasized during the panel: “Creators are really authentic, and they expect the audience to trust them because they've worked hard to build that trust. What's the best way to build brand equity? It's getting brand trust.”
Build a brand
Creators are also a top-notch way to build a brand. As Renaldo A. Chapman, VP, brand and creative at DoorDash, discusses at Kantar’s recent panel, a brand’s power users can be instrumental in speaking to your brand authentically to unlock creativity.
Chapman spoke about how power users can create incredible content without even needing a brief because they know the brand that well. So well, in fact, their content can be published without even needing changes or notes most of the time.
One caveat we don’t want to forget is that B2B creator content will often require more credibility and expertise because of the nature of the industry. So your B2B creators might have slightly smaller followings, but they’ll have more trust with their audience because there’s so much more at stake.
Efficient and effective
That’s how the Kantar panel describes AI: efficient and effective. AI can measure high volumes of content to uncover best practices and offer guidance for marketing content. Want to move at the speed of culture? AI can help with that.
As Gazmend Alushi, president, measurement and analytics at Whalar, highlights, AI can measure everything at scale, at speed, to get you the results you’re looking for—stat. The cherry on top? Alushi mentions that the AI analytics they’ve received have been 100% accurate, in comparison to other studies.
For creators, AI is also more friend than foe. AI helps creators research faster to get testing faster and bring ideas to market faster. It also helps lean teams (or teams of one, like influencers) get a helping hand by managing little tasks like small conversations, vendor agreements, and more.
How quickly can your brand adapt?
Following Kantar’s panel on AI in creator marketing at Cannes, one thing is pretty clear. It isn’t about whether creator marketing can be enhanced by AI; it’s about how quickly brands can adapt to the usage of AI in creator marketing.
Kantar’s got an entire AI solution suite to help you out. From brand and creative to customer experience, Kantar uses AI to help brands analyze data at scale and draw insights from that data to create better content.
Get ready to connect with your consumers faster than ever, with a li’l help from AI and your fave creators.