That was the message EMARKETER’s Meet the Analyst webinarled by senior analyst Max Willens and CEO and founder of PartnerCentric Stephanie Harris. They explained how AI-powered discoveries challenge attribution models, redefine credibility, and expand the role of creators within connected ecosystems.
“An LLM can’t tell you which CBD oils will make you feel relaxed rather than tired,” says Willens, adding that AI won’t put the affiliates out of business, and that it is instead “the kind of relationship that will grow symbiotically.”
The value of figuring out attribution
Attribution has always been a sticking point in affiliate marketing, says Willens. The channel’s reliance on last-click attribution, a model rejected by performance marketers, makes it difficult to capture the true value of upper-funnel partners. Now AI-driven discovery threatens to make attribution even murkier.
“The affiliate marketing ecosystem is really running at full speed with AI,” says Willens, noting that 70% of Zenni large language mode quotes (LLMs) come from affiliate content.
Shopping has gained a greater share of mobile ChatGPT searches than any other tracked category, above categories like media and entertainment, according to Sensor Tower data cited in a report by August Bain & Company.
“[Attribution] is something that will eventually be resolved, as there is too much depending on an ongoing healthy relationship between AI and affiliate for it not to be there,” Willens said, “but there will be bumps along the way.”
Building Credibility in the Age of LLMs
Winning LLMs starts with better attribution and visibility, Harris said. She said marketers should focus on three things: discoverability through generative engine optimization (GEO), finding alternatives to the last click, and diversifying partnerships and channels.
“Brands, affiliates and influencer partners all need to think about how to make their content more visible in a world that is shifting from Google ranking to language model visibility,” she said.
As pay-per-click (PPC) and SEO decline, the affiliate model offers stability, but only if brands develop their content by treating every digital asset as a potential learning resource for AI.
“Make sure the spotlight on your company extends to your competitors and that you are presented in a favorable light,” Harris said, pointing to FAQs, review pages and product guides as content that has authority within LLMs.
Refine creator partnerships
While influencers have driven affiliate growth, a trust gap is holding the channel back. Creators who can build credibility and community are central to performance results. Focusing on reach instead of resonance can also lead to higher costs, more fraud and lower ROI, Harris said.
About 83% of respondents follow influencers for recommendations, but only 14% trust an influencer more than someone they know in their real life, according to a PartnerCentric survey Harris mentioned.
“There is a big delta between these two numbers,” she said. “That’s where a relatable human connection comes in. Moving the needle doesn’t always mean going to the bigger partner.”
Affiliate publishers are shaping AI-powered recommendations, indicating high growth potential as marketers test new attribution models while building content that satisfies LLMs and maintains consumer trust.
“The name of the game will be creativity and experimentation as ChatGPT and AI chatbots become more common in the consumer shopping journey,” Willens said.
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