Meta is Using AI in Creator Discovery inside the Creator Marketplace 

Meta has released a new set of updates to its Creator Marketplace. This update builds on changes Meta began rolling out in early December last year, when it started helping businesses and creators get more value from their partnerships on Meta. The latest release takes that further with the integration of AI.

These updates fall in line with Meta’s announcement on integrating AI across every part of its ecosystem. These updates indicate meta making true on that promise.

These new AI-powered updates focus on three areas,

• Better creator recommendations
• Clearer indicators around ad performance
• Global access to Creator Marketplace

So what does this update mean for marketers?

Meta is Making AI Integration in Creator Discovery

Meta’s Creator Marketplace update introduces better creator recommendations & new and improved performance indicators for marketers.

Instead of marketers having to manually search and vet creators, Meta is now doing most of that work itself.

It is using its data to suggest creators who are more likely to accept partnerships and perform well in ads. It’s doing this by using the creator’s content history and gauging if they ever expressed any affiliation towards partnering with any specific brands. By using these clues, it inturn trains its AI models and has a better idea of which brands are the best fit for these creators.  

Brands will see creator suggestions that highlight:

• Creators who have tagged the brand in their content
• Creators who follow or regularly engage with the brand
• Creators who have said they are interested in working with the brand

Meta explains this as a way to make it easier to find creators who are already familiar with a business and more likely to say yes to a partnership. By doing this, Meta is also placing more weight on creator relevance with the brand instead of just creator size.

This is helpful for marketers as it eliminates some of the guesswork around which creators you should spend time reaching out to. Now you at least have some idea whether the creator you are approaching will be interested in a partnership or not, hence helping you save time.

Finding “Similar Creators” to Scale What Works

Meta has also included a “Similar Creators” search option. This option allows brands to find creators who are similar to those they have worked with before. These recommendations are based on past top-performing partnerships.

Meta has introduced badges to highlight creators who have past experience with running ads and are likely to perform well for a specific brand.

For marketers running ongoing influencer campaigns, these updates are a big time-saver. Instead of starting from scratch each time, you can use these options to help you find creators that already match your brand. So you can expand creator partnerships more efficiently and also streamline discovery for more partnership options.

Creator Marketplace Is Now Available Globally

Meta is also expanding Creator Marketplace access to businesses worldwide.

Previously limited to 19 countries, the tool is now available globally. This gives more brands access to the same creator insights and recommendations.

House of Marketers’ Insight: Why Meta is Doing This

The reason behind these changes is that Meta’s AI works best when it sees consistent patterns. Creators who use similar formats, understand ads, and get steady audience responses help the system quickly understand who a product is for and when to show it.

This is why Meta is now favouring creators who have already worked in paid campaigns. It is no longer just about creativity but rather about reliability.

As a global marketing agency, we see this as a reminder to marketers that the goal is not to find one perfect creator. Focus on building a group of creators who send clear, repeatable signals to social algorithms over time. The right creators make that AI algorithmic learning swifter. The wrong ones slow it down.

Brands that treat creator partnerships as a long-term system, rather than one-off activations, will be better positioned as Meta continues to rely more on AI.

Conclusion

As Meta continues to integrate AI deeper into discovery, ads, and commerce, brands that succeed will be those that approach creator marketing with structure and intent. This means choosing creators who not only connect with audiences but also help AI algorithms learn faster and more accurately.

At House of Marketers, we work with businesses to build creator and influencer marketing strategies that align with how platforms like Meta now operate. From creator selection to paid media boosting, our focus is on long-term performance in AI-driven environments. So partner with House of Marketers today!

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