Most CPG brands measure creator campaigns through views, engagement and immediat
By Sadlak · November 4, 2026 · Curated by George's Blog
Most CPG brands measure creator campaigns through views, engagement and immediate sales.
But there's another return they're missing: whether AI starts recommending their products more often.
We've been testing this at ARTAN AI with CPG brands.
For one supplement brand, we measured its share of AI shopping recommendations climbing from 1% to 9% in the first month. That wasn't attributable to creator content alone, but creator and expert content are part of the broader system we're building and measuring.
Here's how I'd approach creator investments today:
→ Start with real questions shoppers ask AI before buying.
→ Work with credible creators/media who can answer those questions through useful videos and reviews.
→ Measure sales AND changes in AI Recommendation Share over time.
A creator video might generate sales today. It could also become a source AI shopping assistants reference months from now.
That's a return most brands aren't measuring yet.
Glad to share this perspective alongside 38 other industry experts in Net Influencer's latest roundtable on creator marketing ROI.
Full article in the comments.
#AgenticCommerce #CreatorMarketing #AIShopping