Upfluence launches AI platform for creator marketing

Upfluence has launched an agentic creator marketing platform that uses artificial intelligence to run creator programmes.

The platform is designed to handle campaign strategy, creator discovery, outreach, approvals, payments and reporting through a system called Jaice. According to Upfluence, brands can move from a campaign brief to a programme launch in as little as five minutes, compared with a process that can take six weeks and up to 20 hours of manual review.

The launch reflects a wider shift in marketing technology as brands look to manage growing creator rosters with less manual work. Upfluence is targeting eCommerce brands and agencies that want to scale influencer activity while keeping human oversight on key decisions.

The system is built on more than 12 years of creator intelligence drawn from work across more than 3,600 brands and 14 million creators, the company said. Over the last four years, more than 35,000 creator programmes have run through the platform, creating a large dataset of creator partnerships and campaign results.

Upfluence says that dataset underpins a model that goes beyond searching for creators by surface attributes. The platform can assess a brand, its products and its campaign goals to identify suitable creators. It can also suggest campaign directions and creator profiles when a brand has not yet defined them.

The company also made performance claims tied to the system's recommendations and outreach. It said creators receive personalised outreach based on their content and interests, producing response rates more than 20% higher, while brands are 28% more likely to work with a creator selected by the AI than with one identified through manual searches.

Upfluence said the earlier AI-assisted version of Jaice helped brands hire 160,000 creators in 2025 alone. The latest version extends that role from an assistant to a system that can execute and advance campaigns on its own, according to the company.

"Upfluence's agentic experience means that brands can go from a campaign brief to a program launch in as little as 5 minutes. That's compared to a typical process that can take 6 weeks and up to 20 hours of manual review," said Vivien Garnès, Co-Founder and Co-CEO of Upfluence.

Human oversight

Upfluence said the system includes a human-in-the-loop design that lets clients decide which parts of a workflow remain under direct human control. Brands that want tighter control over messaging and visual identity can review creator selection, approve briefs and sign off on content before publication, while still using the platform for setup, matching and data aggregation.

At the other end of the spectrum, brands that place more weight on creator authenticity can allow greater automation across campaign design, outreach, negotiation and launch, while still applying brand guardrails, the company said. Most clients sit between those approaches, using automation for repetitive decisions while keeping people involved in brand safety, compliance and storytelling.

Brand safety is one area Upfluence highlighted as a key control point. Its AI includes configurable screening tools that review creator captions and videos across major social platforms before outreach starts, allowing brands to set their own risk thresholds for categories including violence, nudity, adult content, offensive behaviour and substance promotion.

Tool integration

The platform is also MCP-enabled, allowing its creator data and campaign functions to connect with MCP-compatible environments such as ChatGPT, Claude and Cursor. In practice, that means marketers and AI agents can access Upfluence's intelligence and start creator workflows from within other software tools.

Upfluence positioned the launch as part of a broader move in creator marketing away from audience size and engagement counts as primary measures of value. The company said its platform links creator discovery to eCommerce data, including surfacing a brand's own customers as potential influencers and attributing sales to individual creators.

Clients listed by Upfluence include Amazon, Marriott, New Balance, Universal and Verizon. The focus on eCommerce integration also extends to platforms such as Shopify, WooCommerce and Amazon, which feed commercial data into creator programme management, according to the company.

"Our AI is powered by more than 12 years of proprietary creator intelligence and real-world campaign outcomes. It understands what has worked, and what has not, across more than 3,600 brands and 14 million creators," said Kevin Creusy, Co-Founder and Co-CEO of Upfluence.

On the broader implications of the technology, Creusy added: "Agentic AI is not simply about doing the same work faster. It changes the scale at which creator marketing teams can operate. Upfluence's AI combines the intelligence to make decisions with the ability to act on them, while ensuring brands remain in control."