Artificial intelligence is reshaping how brands discover influencers, with adtech founders saying tools such as ChatGPT, Gemini and Perplexity are increasingly becoming the first layer of creator discovery before formal campaign planning begins. Prashant Puri, Co-Founder and CEO of AdLift, said AI is emerging as a discovery engine, with brands using large language models to build early shortlists, shifting focus from follower counts to digital authority, niche expertise and credibility. "Follower count alone will not guarantee visibility," Puri said, adding that creators need to build a machine-readable digital footprint, calling AI optimisation "the new SEO for creators." Sajal Gupta, CEO of Kiaos Marketing, said AI visibility is becoming a make-or-break factor because AI assistants are increasingly the first place brands and consumers ask who to trust. "Rather than scrolling feeds, marketers and consumers increasingly rely on AI-generated answers that surface a small pool of trusted creators," Gupta said. Gopa Menon, COO and Co-founder of TheBlurr, said brands are using AI platforms for research, validation and category mapping, a trend he expects to accelerate. "AI isn't just helping brands create content, it is increasingly influencing who gets discovered in the first place," Menon said.