A game-changer year ahead for creators, predicts Disrupt

Influencer marketing agency says AI and Google’s Search Generative Experience will transform the creator economy for influencers and brands in 2024

Leading influencer marketing agency, Disrupt, forecasts that the next 12 months are going to be transformative for influencers and the creator economy because of changes to the way people search online, generative AI and Google’s new personalised search capability.

The creator economy is now estimated to be worth $250 billion and growing annually.

The last year saw the emergence of new trends, creators, rapid development of generative AI and its use by influencers, and new social platforms, including Threads.


Stevie Johnson, managing director of Disrupt, says: “If 2023 was the year when generative AI turned the world upside down, this year is going to set the creator economy spinning for influencers and brands.

“Over the last year, we’ve witnessed this new technology being adopted across all industries, transforming the way we work, but nowhere are we seeing this faster than across content and influencer marketing.

“This will escalate at an even more rapid pace through the rest of 2024. AI is shrinking the barriers between what you can imagine and what you can create, and as a result, influencer marketing is poised to become even more valuable as AI-generated content upends the media landscape.”


Google’s Search Generative Experience (SGE) is also set to be a game-changer for the creator economy, according to Johnson.

Johnson adds: “This new AI capability has the potential to revolutionise the way we search, and in turn, will significantly impact the way both brands and creators are able to connect with their target audiences and grow their businesses.”

SGE’s ability to personalise search results and present more relevant content is expected to significantly boost the visibility of creators.


James Rigby, Head of Paid Performance at Disrupt’s sister agency, Found, said: “We’ve already begun to see Google’s search algorithm showcase content from YouTube and TikTok, but with the introduction of SGE (AI Search), this volume could explode in 2024 and really transform the Content Creator space.

“SGE is an immersive search experience that utilises prompts and results to guide the searcher to where they want to be. From a creator perspective, this is massively exciting as it represents an opportunity to seamlessly infiltrate Search Engine Results Pages (SERPs) and become an integral part of intent-led browsing in a way that has just never been possible before.”

To read more of Disrupt’s forecasts for the creator economy in 2024, you can download the  Disrupt 2024 Creator Economy Trends Report here.


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