- New research by global social-first agency with Creator InstinctTM, Billion Dollar Boy Group, finds two thirds (66%) of marketers and creators report frequently experiencing creative fatigue.
- Marketers and creators are turning to AI: with three quarters confident in its ability to craft emotionally resonant content – often described as ‘vibe marketing’.
- Consumers remain cautious: While nearly half (48%) agree that emotional resonance in marketing is important, only 33% think generative AI is currently effective at delivering it.
December 4, 2025 – New independent research by global social-first agency with Creator InstinctTM, Billion Dollar Boy Group, reveals how the creator economy is increasingly turning to AI to help alleviate growing creative fatigue – with two thirds (66%) of both marketers and creators frequently experiencing it as a challenge.
AI Offers a Solution to Growing Creative Fatigue
In today’s fast-moving feeds, content lifecycles are shortening, putting pressure on brands and creators to produce a greater volume and greater diversity of assets. As a result, the creator economy is increasingly experiencing creative fatigue – with UK marketers (74%) more affected by this challenge than their US counterparts (59%).
The industry has identified AI as a solution, with four in five marketers (77%) and creators (82%) agreeing that it helps them to overcome creative fatigue.
In particular, the results show how AI removes production barriers and enables rapid creative prototyping, letting teams test, refine, and visualize ideas early in the process without heavy investment:
- 82% of marketers and 87% of creators say AI helps them to produce more assets.
- 81% of marketers and 85% of creators agree that AI enables them to explore a wider range of creative concepts.
Vibe Marketing on the Rise
AI is not only emerging as a solution for combatting creative fatigue, but marketers are also turning to it to create emotionally compelling content – a practice sometimes known as ‘vibe marketing’ – AI-powered content that captures and translates emotion, feeling, or brand personality.
Three-quarters of marketers (77%) and creators (78%) say AI is effective at crafting content that emotionally connects with audiences, while 80% of both marketers and creators say that AI can accurately interpret and express a brand’s personality.
The findings point to a broader marketing shift towards more emotive and experimental AI strategies.
Consumers Approach Vibe Marketing with Caution
While marketers and creators increasingly trust AI for emotional storytelling, consumers remain more cautious. Nearly half (48%) agree that emotional resonance in marketing is important, yet only a third (33%) believe that generative AI is currently effective at delivering it.
Similarly, just a quarter (26%) say that AI-generated creator content resonates with them emotionally more than traditional creator content.
These findings suggest that while ‘vibe marketing’ can be an effective marketing practice, human creativity and direction remain essential to building and maintaining consumer trust.
Whether a brand aims to evoke feelings of boldness, nostalgia, or inspiration, creators have the cultural awareness, creativity and audience insight needed to guide AI tools with impact.
Becky Owen, Global CMO of Billion Dollar Boy, comments: “We’re in an interesting moment. The initial excitement around new production tools has faded, and for many, the output is starting to feel flat and one-note. But this recalibration isn’t a sign of decline – it’s a sign of maturity. And across all our research, the brands breaking through are the ones using these tools to open up creative possibilities for creators rather than narrowing them.
“When creators have room to experiment with new formats, the work immediately feels more distinctive. It cuts through fatigue. It helps brands stand apart in feeds that increasingly look the same. And it earns a longer life because people return to it. That’s the essence of vibe marketing: a more expressive, emotionally charged style of storytelling that creators are naturally wired for – bringing mood, nuance and atmosphere to the forefront, and giving brands a new dimensionality on social.
“And this is where generative AI comes into its own. When used intentionally, it becomes the accelerator – democratising production, unlocking fresh creative directions, and enabling creators to build visually and emotionally layered content that simply wasn’t possible at this speed or scale before. As the industry recalibrates, that’s the bright spot emerging: a richer wave of creativity powered by creators, amplified by generative AI.”
This research forms part of Billion Dollar Boy’s latest research report: Muse Two: The Real Impact of AI on the Creator Economy. It is the second volume in a series of reports by Billion Dollar Boy exploring generative AI in the creator economy. The first, Muse One: How Generative AI is Influencing the Creator Economy, launched in November 2023 following the creation of Billion Dollar Boy’s innovation unit, Muse, in April 2023.
The first edition explored AI’s early impact on the industry, during the technology’s honeymoon phase. Two years later, this new report examines how opinions have shifted and explores the technology’s expansion into new areas, including: the rise of ‘vibe marketing’, AI personas, ethical blind spots, and the impact of AI on trust in creator marketing.
You can download the full report here.
Methodology
Between 20th June to 1st July 2025, Censuswide was commissioned by Billion Dollar Boy to execute a study of 4,000 nationally representative consumers (aged 16+), 1,000 content creators and 1,000 senior marketing decision makers in the UK and US.
Censuswide abide by and employ members of the Market Research Society which is based on the ESOMAR principles.
About Billion Dollar Boy
Billion Dollar Boy (BDB) is a global, social-first agency with Creator InstinctTM, delivering award-winning social-first and creator marketing campaigns.
Since 2014, BDB has partnered with some of the world’s most iconic brands, including Heineken, Nike, Unilever, PepsiCo, and L’Oréal, to deliver best-in-class, social-first advertising at scale with creator energy at its core. Powered by its proprietary, AI-powered technology, Companion, and data-driven insights, our end-to-end services span strategy, creative, production, paid media, and execution across content, community, and commerce.
Our client work has been awarded by Cannes Lions, Campaign Awards, The Drum, Webby Awards, and Shorty Awards.
In 2025, Billion Dollar Boy agency and Companion were named Global Agency of the Year and Global Tech Platform of the Year at the Global Influencer Marketing Awards and became the first and only creator marketing agency to achieve the prestigious IPA Effectiveness Accreditation.
The agency’s rapid global growth also earned Billion Dollar Boy recognition in both the Financial Times’s list of the 1000 fastest-growing companies in Europe and AdWeek’s Fastest Growing for a fifth consecutive year each.