Artificial intelligence (AI) creators are expected to make decisions using other AI agents, while human influencers will still survive by creatively coexisting with AI, says influencer agency Tellscore.
This might involve influencers crafting their own AI avatars to create short-form content, or harnessing AI as a powerful tool to enhance brand development, noted the agency.
According to statistics sourced from “Influencer Economy Worldwide” by Statista.com, the value of the global creator and influencer market posted an average annual growth rate of 20-30%.
In 2024, the market value reached US$24 billion, and it is projected to soar to $32.5 billion this year, reflecting a strong upward trend worldwide.
One trend this year is the rise of AI in creator-led branding, said Suvita Charanwong, chief executive and co-founder of Tellscore, at Thailand Influencer Awards 2025 held by Tellscore recently.
This approach goes beyond simple differentiation, focusing instead on “telling stories with a human connection,” according to Ms Suvita. It communicates what the brand represents, the value it delivers to consumers, and highlights the influencers and creators involved and how they engage with their communities, she noted.
She added that to strengthen branding and deepen audience engagement, it is vital to integrate online-to-offline marketing strategies through real-world initiatives such as events, workshops, and concerts.
Ms Suvita said the industry is expecting autonomous AI creators to make decisions together with other agents in the future.
For example, they could conduct live selling, take live questions from the crowd, make decisions on logistics and marketing promotion, and set adaptive pricing strategies.
The path to survival for influencers is to “coexist with AI” in creative ways. This includes influencers developing their own AI avatars to produce short-form content once or twice a week, or using AI as a tool to strengthen brand building.
She added that influencers still exist and have not been replaced by AI, but they need to embrace change.
However, this would require transparency, making it clear when content is AI-generated in order to avoid confusing consumers. This form of openness enhances the value and credibility of creators in the eyes of both brands and their audiences.
Ms Suvita noted that TikTok continues to build strong momentum, while YouTube is reshaping its strategy with long-form content and partnerships with e-commerce platforms to push further into social commerce.
Instagram remains a key space for trendsetters, particularly through its “Stories” feature, which generates a high level of engagement.
Among emerging platforms, Lemon8 is gaining popularity among Gen Z with its simple, fast content formats, while XiaoHongShu is rapidly expanding its market presence in Thailand and across Southeast Asia, creating strong opportunities for bilingual creators fluent in both English and Chinese.
She said one of the most promising opportunities lies with LGBTQ+ creators within the context of the rainbow economy, underscoring Thailand’s openness and willingness to embrace diversity as a key strength.
Brands collaborating with these creators not only gain commercial benefits but also build emotional connections and trust with Gen Z and millennial consumers, who place a premium on trust, authenticity, and inclusion.
The creator market will certainly continue to grow despite global economic volatility, but the path ahead will not be easy.
Ms Suvita said creators and brands must adapt quickly, paying close attention to global geopolitics and opportunities, particularly within the region.
They should also begin producing content in English or Chinese to tap international markets, said Ms Suvita.
Future scenarios
Ms Suvita outlined future scenarios for content creators, comprising three distinct categories: “Want to Be”, “Today”, and “Want to Avoid”.
An ideal future, labelled the “Want to Be” scenario, is characterised by unlimited creativity for global success. This path envisions Asian content creators participating in setting global standards and exporting high-quality content abroad, supported by sufficient talent, funding, and content series.
There is a self-made Thai creator economy, where the profession is officially recognised with structured professional standards, financial backing and support.
The “Today” refers to the current reality that consists of growth on an unstable path, where creators are building understanding and community, but are constantly undermined by platform misuse, referring to issues such as fraud, the exploitation of sensitive topics, fake news, and call centres.
The crisis of trust in Thailand’s content industry has arisen as Thailand continues to rely on foreign platforms, whose algorithms influence the quality of content and shape the values of people in the country.
The future described as “Want to Avoid” represents the industry’s collapse, characterised by widespread fraud, a significant decline in people’s wealth and income, and constant attacks on the industry, all of which necessitate an urgent restoration of public confidence.