HOW CREATORS ARE SHOWING UP IN AI ANSWERS IN 2026

Summary from the TLDR Marketing newsletter

56% of people who shop with AI prefer recommendations that draw on creator reviews. Creators matter most early, building confidence and shortlists, while ratings and retailer data still carry the final purchase decision. Shoppers want AI to prioritize everyday customers sharing real experiences (52%) over celebrities (13%), and only 21% say a large following makes a creator credible. Interest falls with age, from 65% among Gen Z and Millennials to 34% among Boomers.