Tough Year for Advertising, AI Opportunity: Future of Influence Highlights

Economic uncertainty related to the Trump administration’s tariff programs has made advertisers more cautious about spending this year. But that caution could be an opportunity for influencers, who can often charge less and move faster than traditional ad agencies, said speakers at The Information’s Future of Influence conference on Tuesday.

“I think 2025, we always knew it would be a harder year. I think every industry has felt it,” said Valeria Herzer, senior director of global entertainment and influence at The Coca-Cola Co. But if overall marketing budgets are reduced, influencer marketing “could be an opportunity for how we invest the media dollars,” she said.