On the brand side, agencies can also help navigate more meaningful partnerships between influencers and bigger companies, playing a larger role in negotiating and strengthening the synergy between both entities. Lastly, influencers and marketers must rededicate themselves to champion honesty and authenticity in a social media marketing world where trust is the primary metric and the health of online discourse is at stake.

The alternative is for both parties to act as competitors and lose out on a huge opportunity for collaboration. After all, AI-generated content is here to stay and is likely to become even more integral to our social media ecosystem. So, brands and influencers should step up now and embrace the new roles, responsibilities and opportunities that are sure to reshape influencer marketing’s future.