Summary：**Surprisingly, marketers favor AI for social media, ignoring influencer and CTV** *Only 25% of mar

referrerpolicy="no-referrer"
style="max-width:100%;height:auto;display:block;margin:0 auto;">

**Surprisingly, marketers favor AI for social media, ignoring influencer and CTV**
*Only 25% of marketers use AI for influencer marketing, while 82% avoid it for connected TV. Consumer trust and creative hesitancy slow adoption.*

### Introduction
A recent survey of 1,200 marketing professionals reveals a striking split in how artificial intelligence is being deployed across digital channels. While AI-driven tools have become a staple for optimizing social‑media ad buys and content scheduling, their adoption remains tepid in influencer partnerships and connected‑TV (CTV) campaigns. The data suggests that despite the technology’s promise, marketers are exercising caution where authenticity and creative control are perceived to be at stake.

### Key Developments
- **Social media dominance:** 68% of respondents reported using AI for audience targeting, bid optimization, and real‑time performance monitoring on platforms such as Facebook, Instagram, and TikTok.
- **Influencer marketing lag:** Only one in four marketers said they rely on AI to identify creators, forecast engagement, or manage contract negotiations. The majority still prefer manual vetting to safeguard brand voice.
- **CTV resistance:** A striking 82% indicated they avoid AI‑based planning or buying for CTV inventory, citing concerns over measurement transparency and the nascent state of programmatic TV ecosystems.
- **Trust barriers:** Survey comments highlighted worries that algorithmic recommendations could dilute the personal touch that influencers bring, while CTV buyers fear opaque reporting could undermine ROI calculations.

### Industry Analysis
The reluctance to embrace AI in influencer and CTV spheres stems from two intertwined factors: consumer trust and creative hesitancy. Audi