Creators are now part of the everyday path to purchase, though their influence depends on context, authenticity and brand fit. Creator Connect is new IAB Australia research on how creators shape what Australians discover, trust and buy, and how consumers perceive the integration of creator perspectives into AI generated shopping recommendations.
Creator activity has moved from a social add-on to a discovery channel that six in ten Australian shoppers, and more than eight in ten under 40, now pass through before they buy. At the same time, AI assistants are starting to draw on creator reviews when they recommend products, which puts creator content inside a channel most brands are not yet measuring.
What’s inside
Where creators sit in the path to purchase. Search and online stores are still the default, but creator content now plays a role at every stage, and a far bigger one under 40.
How sharply creator influence falls with age. Full age breakdowns for both who is watching and who is posting, plus an Australia and New Zealand comparison.
What makes Australians act, and what makes them hesitate. Authenticity and brand fit outrank entertainment value and reach, and disclosure carries a real but manageable cost.
Creator content inside AI shopping recommendations. What consumers across five markets want AI to draw on, and how much transparency they expect about its sources.
Where the investment is heading. US ad-spend data on creator budgets by category, and the formats buyers say they will prioritise in 2026.
How to use this research
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For brands
Use it to rebuild your creator brief around category fit and authenticity. |
For agencies
Use it in client planning sessions to set creator weighting by audience age and agree what you will measure. |
For media owners
Use it in sales conversations to package creator inventory and answer questions about AI sourcing and transparency. |