Modern Retail+ Research: Marketers hesitate to adopt AI for influencer and CTV marketing

Earlier this year, Modern Retail’s sibling publication Digiday reported that advertisers are embracing AI for social media and retail media marketing. However, advertisers are slower to adopt AI for influencer and CTV marketing. This is according to a Modern Retail+ Research survey of more than 100 marketing professionals in first-quarter 2026.

Only one quarter of marketers (25%) said they use AI for their influencer marketing work, according to the survey.

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