B2B brands increase creator video use to combat AI marketing slop
B2B companies are turning to creator‑made video to cut through what the article calls “AI marketing slop.” Creator marketing platform Billo reports that use of creator video by B2B firms jumped 55 % over the past year and is almost four times higher than in 2023. The appeal is credibility: real people sharing expertise are harder to fake than scripted ads, and that credibility matters when AI…
What you can do with it
AI at Work →Find expert creator videos for product demos, inside Billo
Matches B2B marketers with vetted experts who can create credible product videos.
- Who for
- marketers, founders and operations
- Cost
- Price not stated
- Effort
- minutes
Use it for
- Demonstrate product features
- Compare alternatives
- Explain implementation steps
Watch out Requires vetting creators for expertise
Key points from the news
- Creator video use by B2B firms rose 55 % in the last year and nearly quadrupled since 2023, according to Billo
- IAB finds 65 % of consumers trust AI recommendations more when they include credible creator reviews
- B2B marketers should prioritize creator expertise (46 % track record, 40 % consistency, 36 % experience) over audience size (21 %)
IAB research shows that 65 % of consumers say credible creator reviews boost their confidence in AI‑generated recommendations. When asked what makes a creator trustworthy, 46 % of shoppers cite a proven track record, 40 % value consistency, and 36 % look for demonstrated expertise, while only 21 % care about audience size. Sprout Social’s 2026 Influencer Marketing Report adds that two‑thirds of consumers have bought at least once based on an influencer recommendation, with 81 % of Gen Z doing so. Marketers are advised to prioritize expertise over reach, focus on product demos, comparisons, and implementation stories, and measure impact through trials, sign‑ups, qualified opportunities, and pipeline rather than just views.
B2B brands turn to creator video to fight AI slop and aid AI search
MarTech · 24 September 2026Loading the full article…
This text was published by MarTech and written by Constantine von Hoffman. It is reproduced here with attribution so you can read it in full; the rights remain with the publisher. Read it at the source ↗
The headline, key points and digest above were generated by Digest AI's editorial model from the linked sources. Automated summaries can contain errors: the sources are the record. Spotted a mistake? Tell us. Published by Martin K., who runs Digest AI and handles corrections.
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