They’re all using AI now
🎬 Your creator content review probably doesn't account for AI use, welcome emails may be arriving too late to matter, and more!
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🎬 91.9% of Creators Now Use AI Tools. Your Content Review Process Probably Doesn’t Account for That.
Nearly all working creators, 91.9%, now use at least one AI tool somewhere in their content production process, whether for scripting, editing, captioning, or ideation.
That’s close to universal, which means the assumption that a piece of creator content is entirely human-made from first idea to final cut is now the exception rather than the safe default a brand can assume without checking.
That shift matters for a specific reason beyond curiosity about creator workflows: authenticity is a large part of what makes creator content outperform brand-produced advertising, and AI involvement at certain points can either be invisible and irrelevant to that authenticity, or can meaningfully change what a piece of content actually is.
A creator using AI to speed up editing is a different situation than a creator using AI to generate the actual script or synthetic elements of the performance, and a brand that’s never asked which is happening has no idea which version it’s paying for.
Ask directly where AI shows up in your creators’ production process
Most brief and contract conversations never raise this question at all, which means the default is not knowing rather than having confirmed an answer either way.
Add a direct question to your creator onboarding and briefing process: where, if anywhere, does AI get used in producing this content, and does that touch the actual performance or just supporting production tasks like editing and captions?
A creator’s honest answer here is more useful than an assumption in either direction.
Distinguish between AI-assisted production and AI-generated substance
Using AI to speed up editing or generate caption variations is a different category from using AI to write the words a creator says. Treating both as the same "AI involvement" flattens a distinction that matters for authenticity and disclosure.
The problem is you can't ask this one creator at a time and still scale. And the season where that breaks hardest starts now.
Insense's creator marketing playbook maps out September through January week by week, including when to lock permissions and usage terms.
That's the same conversation where the AI question belongs. Settling it in October costs nothing. Finding out in November does.
Treat this as evolving faster than any policy written today
AI capability and creator adoption are both moving fast enough that whatever you set now needs revisiting within a year.
The playbook includes a creator scorecard built on conversions, engagement quality, and reliability, so your standard is something you can actually hold people to. You can download the playbook for free here.
The content still looks the same on screen. What made it might not be what you're picturing, and 91.9% is too large a number to keep assuming otherwise.
Together with AirOps
The Buying Decision Starts on Pages You Don’t Own
Your team may appear strongly in Google AI Mode and disappear when the same buyer asks Claude. That blind spot can cost consideration while your reports still look healthy.
On September 29, Foundation CEO Ross Simmonds and AirOps search marketing lead Josh Spilker will reveal how six AI platforms build software recommendations, using evidence from nearly 380,000 answers and 3 million citations.
By the end of the session, you’ll be able to:
- Decide whether to strengthen your vendor pages or earn more review-site coverage, based on which source type captures the most citation share.
- See how Google AI Overview and AI Mode build recommendations differently from ChatGPT, Claude, Gemini, and Perplexity.
- Rank G2, Reddit, YouTube, LinkedIn, Capterra, and Gartner by their influence before committing your next quarter’s content budget.
You’ll leave with a repeatable way to understand visibility shifts across AI-generated shortlists and decide what your team should fix first.
Can't attend the session live? Register anyway, and you’ll get the recordings in 24 hours.
⚡Welcome flows should match the customer’s buying window
This framework argues that welcome emails should arrive while subscriber intent is still high. Spacing messages too far apart can mean education, proof, and urgency reach customers after their initial interest has already faded.
Why it works: A tighter sequence gives new subscribers the information needed to make a decision sooner. For shorter consideration cycles, daily emails can build trust and introduce urgency while the original signup intent is still fresh.
Where it needs balance: Daily sending isn't automatically optimal for every brand. Higher-priced or considered purchases may require longer decision cycles, while aggressive frequency can increase unsubscribes. Timing should follow purchase latency, engagement, and conversion data rather than a fixed cadence.
🎥 Reel of the Day
What Works:
1. Routine Before Product - The reel opens with wellness, movement and self-care, establishing a lifestyle before introducing Medicube. This routine-first storytelling makes the skincare integration feel native rather than immediately promotional.
2. Show The Mechanism - Close-ups of the PDRN Pink Peptide Serum, Booster Pro X2 and microcurrent demonstrate exactly how products work together. Product demonstration turns unfamiliar skincare technology into something viewers can understand visually.
3. Sell The Outcome - The reel returns to the creator looking confident after the routine, connecting skincare with everyday wellness. This before-routine-to-lifestyle payoff keeps the desired outcome central instead of ending on packaging.
Build product reels as lifestyle → product → mechanism → routine → outcome. Give every feature visual proof, especially time, application and product sequencing, so viewers understand how the product fits their life.
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Thanks for reading this edition! Keep pushing boundaries, testing ideas, and staying inspired. See you in the next edition with more ways to ignite your marketing success. 🥰