Google and Microsoft Pay Creators Over $500,000 to Promote AI

Tech giants such as Microsoft and Google are vying for new users for their AI services, leveraging social media influencers to enhance their appeal.

Other players in the AI sector, including OpenAI, Anthropic, and Meta, are also engaging social media creators to share sponsored posts on platforms like Facebook, Instagram, YouTube, and LinkedIn. According to industry analysts, these promotional collaborations can be worth hundreds of thousands of dollars.

Over the past year, AI companies have significantly ramped up their advertising efforts. In 2025, generative AI platforms invested over $1 billion in digital ads in the U.S., marking a 126% increase from the previous year, as reported by Sensor Tower. Influencer marketing has quickly become a key strategy in the competitive landscape of the AI industry.

This competitive advertising push is set to peak during one of the most popular sporting events in the U.S. Anthropic has allocated millions to air both a 60-second pregame ad and a 30-second in-game spot during the Super Bowl, directly responding to OpenAI’s recent move to begin displaying ads within ChatGPT.

Within the growing creator economy, influencers are compensated by tech firms to showcase their AI products to social media audiences. This could involve crafting a LinkedIn article on utilizing Anthropic’s Claude Code or creating Instagram videos showcasing fun features of Microsoft Copilot or Perplexity’s Comet assistant.

Since OpenAI launched ChatGPT in late 2022, generative AI services have evolved dramatically. Google has strengthened its market position with the introduction of its latest model, Gemini 3, released in November, while Anthropic, Microsoft, and Meta continue to roll out updates.

Creators have reportedly received between $400,000 and $600,000 from companies like Microsoft and Google for long-term partnerships spanning several months, highlighted by a source who requested anonymity due to confidentiality.

“We are witnessing an exponential increase in spending from these AI companies towards creators,” stated AJ Eckstein, founder and CEO of Creator Match, a talent agency connecting brands with creators. The agency collaborates with multiple AI-focused clients, including Anthropic, HeyGen, and Notion.

“Each month brings more inquiries from AI brands looking to market their tools and forge authentic connections with users,” he noted.

Representatives from Microsoft and Google did not provide comments regarding this trend.

Anthropic has positioned itself as a leader in creator marketing, hiring Lexie Barnhorn, a former Notion employee, in March to spearhead its influencer marketing initiatives across social media and podcasts. The company has established numerous collaborations with content creators.

One notable collaborator is Megan Lieu, who creates AI and tech-focused content. Lieu remarked to CNBC that her experience as a data scientist has helped her attract AI brands, securing her first deal in mid-2025.

“These brands genuinely want their audience to recognize their association with AI,” said Lieu, who boasts nearly 400,000 followers across various platforms.

Her most significant partnership to date has been with Anthropic to promote its Claude products. Although she did not disclose the exact amount she earned, Lieu stated that her sponsored content deals typically range from $5,000 to $30,000, depending on the campaign.

“If you’re looking to elevate your programming skill set, Claude Code can help you unlock the potential of agentic AI,” Lieu expressed in a LinkedIn post sponsored by Anthropic.

Anthropic did not provide a comment for this article.

According to Eckstein, AI companies are increasingly willing to outlay large sums compared to others, signifying a significant budget for marketing. Anthropic recently secured over $10 billion at a valuation of $350 billion, while OpenAI reached a valuation of $500 billion late last year. Tech titans Microsoft, Alphabet, and Meta boast market caps in the trillions.

Creators can now command fees of up to $100,000 for a single post, Eckstein noted.

“Some larger companies have such vast budgets that they are not inclined to negotiate,” he said.

Digital ad spending by Google and Microsoft promoting their AI products spiked nearly 495% last month compared to a year earlier, according to Sensor Tower’s findings. OpenAI also increased its digital ad expenditure more than tenfold in 2025.

In addition to sponsored posts, AI firms are expanding their budgets to creators by inviting them to exclusive events, providing early access to new tools, and covering travel and lodging expenses.

“We collaborate with a diverse array of creators, including artists, filmmakers, designers, and cultural influencers, granting them early access to our tools and creative freedom to showcase what is possible with AI,” an OpenAI spokesperson shared with CNBC.

However, not all creators are eager to engage with brands involved in AI technology.

Some creators have chosen to turn down offers from AI companies due to ethical concerns, environmental impact, and creative integrity. Additionally, some express fear of audience backlash or being “canceled” over AI-related sponsorships.

Comments like “AI is lame, unsubscribed” were made in response to a sponsored post promoting Google’s AI video generator tool Veo shared by Steve Sells, who did not respond to the feedback.

According to Pew Research data released in October, approximately half of U.S. adults express more worry than enthusiasm regarding AI technology.

Some creators revealed that they are foregoing lucrative sponsorship opportunities related to AI, while industry experts noted that backlash is typically strongest against tools that create images or video, perceived as direct competition to artistic work.

Jack Lepiarz, also known as Jack the Whipper, who boasts over 7 million social media followers, conveyed to CNBC that he consistently declines AI-related brand deals.

“I cannot support something that undermines the livelihoods of everyday people,” stated Lepiarz, whose content predominantly features his performances at Renaissance fairs.

Lepiarz recalled turning down a $20,000 offer to promote an AI product that marketed generative image tools.

“Even if they approached me with $100,000 or $500,000, I would find it hard to accept,” Lepiarz explained. “It feels fundamentally wrong to me; it’s too much of a moral line.”