Big technology companies are deploying their heavy artillery to attract users for their artificial intelligence services. According to a report by CNBC, Microsoft and Google have found their new battlefield in influencers, with contracts that reach six-digit figures.
The Dimension of the Phenomenon
According to data from Sensor Tower, generative AI platforms spent more than $1 billion on digital advertising in the United States during 2025, marking a dramatic increase of 126% compared to the previous year. Promoting products through influencers is not a new strategy for large companies; it remains highly profitable. By investing a small fraction of their total budget, they can achieve an avalanche of new users.
Attracting New Users
To draw new users to their AI services, Microsoft, Google, Anthropic, and Meta are hiring content creators to showcase their tools on social media platforms. This strategy aims at crafting a more relatable image for their technology by integrating it into influencers’ everyday content.
Significant Financial Commitments
Reports indicate that Microsoft and Google are offering between $400,000 and $600,000 to content creators for multi-month collaborations. These agreements are designed to ensure that influencers weave AI tools into their regular content, tutorials, and workflows. According to AJ Eckstein, founder of Creator Match, there is a “massive increase in creator spending from these AI brands,” with heightened interest each month.
How These Agreements Work
Collaborative efforts range from LinkedIn posts that explain how to use tools like Claude Code to Instagram videos demonstrating features of Microsoft Copilot or Perplexity’s Comet assistant. Megan Lieu, a prominent AI and technology content creator with nearly 400,000 followers, shared that her sponsored deals usually range from $5,000 to $30,000, depending on the specifics of the campaign.
The Other Side of the Coin
Despite the lucrative offers, not all content creators are keen to jump on the AI bandwagon. Jack Lepiarz, known as Jack the Whipper, has over 7 million followers across platforms like YouTube, TikTok, and Instagram. He expressed his reluctance to engage with AI promotions, stating, “I cannot with a clear conscience support something that is going to make it difficult for normal people to earn a living.” Notably, Lepiarz has turned down impressive offers, including a $20,000 contract.
Perception with AI Tools
For Microsoft, these influencer campaigns are crucial. Despite having a substantial user base for Microsoft 365 services, only 3.3% pay for Copilot, as reported by Windows Central. The tech giant aims for its AI assistant, embedded within various platforms, to be perceived as a natural tool for everyday work—something they have struggled to achieve.
It’s Public Time
This trend of Big Tech hiring influencers coincides with a significant increase in advertising for AI tools. Recent reports highlighted that Anthropic spent a million dollars on ads during the Super Bowl. Separately, Google and Microsoft have ramped up their digital ad spending aimed at promoting AI products by approximately 495% compared to the previous year. Additionally, OpenAI has reportedly increased its advertising investment tenfold in 2025. After years focused on familiarizing the public with their tools, these companies are now working to shape perceptions about them.
In summary, as Big Tech invests heavily in influencer marketing to promote AI tools, perception will play a critical role in determining user engagement and acceptance of these technologies.
Cover image | aerps and Hillary Black