What’s Actually Changing in Affiliate Strategy 

At Awin’s recent Think Tank event, two powerful themes consistently stood out across keynotes, expert panels, and insider conversations: artificial intelligence and influencer marketing. Both are rapidly reshaping the affiliate landscape, pushing brands and partners to rethink how they connect, collaborate, and create value. From faster partner discovery to enhancing campaign optimization, AI is shifting how we manage data and decisions, while creators and influencers are becoming an increasingly important part of affiliate programs. To dig deeper into how these trends are playing out in practice, we pulled Adam Ross, CEO of  Awin aside for a one-to-one conversation. 

AI Is Turning Data into Decisions  

While affiliate marketers have long had access to robust datasets, Adam Ross emphasized that AI is finally enabling real action from that information. Rather than simply generating reports or dashboards, AI powered tools are now capable of making strategic recommendations based on years of transactional data, user behaviour, and campaign performance. 

Awin is investing in systems that allow clients to set clear goals,  receive data and make informed campaign suggestions tailored to their objectives. These recommendations factor in historical performance, peer comparisons, and predictive analytics to suggest full, funnel strategies with measurable outcomes. 

For affiliate marketers, this means adopting AI is no longer optional. It’s the key to the engine behind smarter campaigns, better-performing partnerships, and driving ROI at scale. The opportunity lies in shifting from manual analysis to automated execution, letting AI do the heavy lifting while marketers focus on strategy and creative. 

Key Takeaways for Affiliate Marketers: 

• Use AI tools to move from reporting to recommendation. 

• Leverage historical and industry data to inform automated campaign planning. 

• Focus on setting clear business goals that platforms like Awin can use to generate predictive strategies. 

• Prepare for AI, first tools that will change how programs are managed in real, time. 

Influencer Marketing Is Gaining Ground 

According to Ross, the most significant area of publisher growth right now is influencer marketing. This isn’t limited to traditional content creators, Awin is seeing increasing applications from content, driven publishers, niche experts, and creator led media companies. 

Why the surge? Consumer trust in traditional digital advertising continues to decline, while trust in people and the content they share remains strong. Influencer, led partnerships give affiliate marketers access to engaged audiences through authentic, high, trust channels.  

Ross highlighted the importance of helping brands feel confident in this space. That requires setting clear frameworks, defining performance expectations, and using past campaign data to guide decision, making. Awin is actively working on solutions to reduce friction and better connect brands with creators, while ensuring accountability and ROI. 

Actionable Strategies for Marketers: 

• Expand your definition of “influencer” to include publishers and creators with niche authority. 

• Build trust by creating clear campaign guidelines and performance benchmarks. 

• Encourage brands to give creators more creative control, while using affiliate data to validate results. 

• Stay agile, as influencer, led affiliate models continue to evolve in structure and scale. 

Emerging Markets and the Next Frontier 

Ross also pointed to geographic expansion as a key growth lever. Awin is actively investing in Mexico, launching a full affiliate infrastructure in response to demand from top clients and in recognition of the region’s rapid digital growth. Drawing from its success in Brazil, Awin expects Latin American markets to continue skipping traditional steps and moving directly into influencer, driven affiliate commerce. 

For affiliate marketers, expanding into fast growth regions like Mexico and Brazil presents new opportunities, particularly for those willing to localize partnerships and embrace influencer, led models early. 

Looking Ahead: From Theoretical to Tactical 

Despite the buzz around AI, much of today’s conversation remains high level. Ross expects that by next year’s Think Tank, the industry will see more practical examples of how AI is being used to build better campaigns, automated targeting, real, time optimization, and predictive partner matching among them. 

He also predicts a wave of new companies built entirely on AI first principles. These startups will challenge incumbents with fresh approaches, often rethinking the affiliate model from the ground up. At the same time, legacy platforms that adapt quickly and apply AI strategically will continue to lead. 

Don’t miss Affiliate Summit East this August 4–5 in NYC to hear from the brightest minds in creator-led commerce, AI-driven partnerships, and digital performance. Don’t just keep up…lead the way.