Tech giants such as Microsoft and Google are courting new users for their AI services using a familiar marketing playbook, partnering with social media influencers to make their products more appealing.

Other AI firms, including OpenAI, Anthropic and Meta, are also engaging online creators to share sponsored content across platforms like Facebook, Instagram, YouTube and even LinkedIn.

Industry experts say some of these promotional deals are worth hundreds of thousands of dollars, according to CNBC.

AI companies have sharply ramped up advertising over the past year, with generative AI platforms spending over $1 billion on digital ads in the U.S. in 2025, according to Sensor Tower, a 126 per cent increase from the previous year.

Influencer marketing is now emerging as a new front in the competition for users amid the AI boom.

The advertising battle is also reaching major sporting events.

Anthropic is reportedly investing millions of dollars in Super Bowl commercials, including a 60-second pregame ad and a 30-second in-game spot on Sunday, targeting OpenAI’s recent move to introduce ads within ChatGPT.

In the growing creator economy, influencers are being paid by tech firms to showcase their AI tools to online audiences.

This can range from LinkedIn posts explaining how to use Anthropic’s Claude Code to Instagram videos highlighting creative ways to engage with Microsoft Copilot or Perplexity’s Comet assistant.

The AI services have evolved rapidly since OpenAI sparked the generative AI boom in late 2022 with the debut of ChatGPT. Google has strengthened its market presence with the launch of Gemini 3 in November, while Anthropic, Microsoft and Meta have continued to introduce new updates and features.

Microsoft and Google have paid content creators between $400,000 and $600,000 for long-term partnerships lasting several months, according to a source who requested anonymity as the details are confidential.

Microsoft and Google spokespersons declined to make comment.