AI is already embedded within each stage of the creator marketing workflow. Its power lies in how marketers use it to harness human creativity - IMTB tells European advertising regulators and industry leaders at EASA’s spring meeting
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On April 24-25 Scott Guthrie represented the Influencer Marketing Trade Body (IMTB) and the European Influencer Marketing Alliance (EIMA) at the European Advertising Standards Alliance (EASA) network which convened in Paris for their 2025 Spring Biannual Meetings.
In a discussion-provoking keynote presentation Guthrie explained how AI capabilities were already embedded within each stage of the influencer marketing workflow. He then laid out the associated key opportunities to be grasped along with challenges to be overcome which currently face influencer marketers.
The value that agencies bring to the entire ecosystem was underscored throughout the talk.
Scott Guthrie underscores the value that influencer marketing agencies provide in an era of AI growth. Guthrie made the remarks during a discussion-provoking keynote presentation to European advertising regulators and industry leaders at EASA’s spring meeting
The presentation was part of the meeting's broader theme: “What AI means for the advertising industry?” —and how EASA and advertising self regulation organisations can step up to support.
From big questions to bold ideas, the discussion lit a spark that continued into the Self-Regulatory Committee, where EASA delegates heard exciting updates and shared challenges from the ad regulation community.