AI assistants are becoming the new discovery engine for brands, and creators who understand this are seeing inbound inquiries climb
Andrew Polo wasn’t looking to be found on AI assistants. Then ChatGPT started recommending him for eczema queries–and brand deals followed.
A fashion creator, Polo gave an interview with HealthCentral last Fall, documenting his experience with eczema. Since then, he has been surfacing in ChatGPT and Claude responses to queries like “who are the top eczema creators” or “which content creators post about fashion and their experience with eczema.”
Inbound brand inquiries have since climbed 50%, with skincare brands including Cetaphil, Hypothesis, O’Keeffe’s, and MAGS Skin reaching out directly. Even his TikTok following has grown modestly, up 1.5%.
The New Discovery Engine
Polo’s experience reflects a broader shift in how brands discover creators. Traditional social media algorithms are no longer the only—or even the primary—way brands find influencers. AI assistants like ChatGPT and Claude are becoming powerful discovery tools, pulling from third-party press, niche expertise, and long-form content to recommend creators for specific queries.
For creators, this means that being cited in reputable publications, demonstrating deep expertise in a niche, and creating content that answers specific questions can lead to AI-driven discovery. Unlike social media algorithms that prioritize recency and engagement, AI assistants prioritize authority, relevance, and depth of information.
How Creators Can Optimize for AI Discovery
Get cited in third-party publications: AI assistants pull from a wide range of sources. Being quoted or featured in reputable outlets can significantly increase your chances of being recommended.
Develop niche expertise: Generalists are less likely to be surfaced by AI. Creators with deep knowledge in specific areas—like eczema and fashion—are more likely to be recommended for relevant queries.
Create long-form content: AI assistants prefer comprehensive, well-structured information. Long-form YouTube videos, blog posts, and detailed guides are more likely to be referenced than short-form content.
Build authority through consistency: AI models learn from patterns. Consistently creating content about a specific topic builds authority and increases the likelihood of being surfaced.
Leverage interviews and podcasts: Appearing on podcasts, being interviewed by journalists, and participating in industry discussions all contribute to the body of content that AI assistants draw from.
The Brand Perspective
Brands are increasingly using AI assistants to identify potential partners. Instead of scrolling through social media, they’re asking ChatGPT questions like “who are the top creators in sustainable fashion” or “which creators speak about mental health and fitness.”
This shift is changing how brands allocate influencer marketing budgets. Rather than relying solely on agency recommendations or social media discovery, brands are incorporating AI-driven research into their creator selection process.
What This Means for the Creator Economy
The rise of AI-powered discovery is democratizing influencer marketing. Creators who might not have massive social media followings but have deep expertise and strong third-party credibility can now be discovered by brands.
For Polo, the result has been a 50% increase in inbound brand inquiries—without actively trying to be found. As AI assistants become more integrated into everyday search behavior, this trend is likely to accelerate.
