Big technology companies are deploying their heavy artillery to attract users for their artificial intelligence services. Just like they count From 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, an increase of 126% compared to the previous year. That large companies promote their products through influencers is nothing new, and it is also a business that is very profitable for them, since by investing a small fraction of their budget they can get an avalanche of new users.
According to CNBC, in order to attract new users for their AI services, Microsoft, Google, Anthropic and Meta They are hiring content creators to promote your tools on social networks.
Figures. Microsoft and Google are paying between $400,000 and $600,000 to content creators for multi-month collaborations, according to sources close to the media. These contracts are not limited to specific publications, since according to the medium, they seek to ensure that influencers integrate AI tools into their usual content, tutorials and workflows.
“We’re seeing a massive increase in creator spending from these AI brands. We’re getting a lot more interest from AI brands every month,” counted to AJ Eckstein, founder of Creator Match (an agency that connects brands with creators).
How these agreements work. Collaborations range from LinkedIn posts explaining how to use Claude Code even videos on Instagram showing functions of Microsoft Copilot or the assistant Comet by Perplexity. Megan Lieu, AI and technology content creator with nearly 400,000 followers, explains told CNBC that his sponsored deals typically range from $5,000 to $30,000 depending on the campaign.
Its most important collaboration to date has been with Anthropic to promote products from Claudealthough he did not specify the exact figure to the media. Some influencers can charge up to $100,000 per post, according to Eckstein.
The other side of the coin. Despite the astronomical numbers, not all content creators are willing to jump on the AI bandwagon. Jack Lepiarz, known as Jack the Whipper and with more than 7 million followers between YouTube, TikTok and Instagram, account to the medium that systematically rejects any agreement related to artificial intelligence. “I cannot with a clear conscience support something that is going to make it difficult for normal people to earn a living,” he declared to the outlet.
Lepiarz previously turned down a $20,000 contract to promote AI imaging tools and says even $100,000 or $500,000 wouldn’t change his mind.
Perception with Copilot. For Microsoft, these influencer campaigns can be especially key. And despite its large user base in Microsoft 365 services, only 3.3% pay for Copilotas told from Windows Central. The company needs its AI assistant, integrated into Windows, Microsoft 365 and Edge, to be perceived as a natural tool in daily work, and at the moment it is being especially difficult for them to achieve that.
It’s public time. Big Tech hiring influencers occurs precisely at a time when companies are investing more than ever in advertising their AI tools.
A few days ago we told precisely the case of Anthropic, which spent a million on ads during the Super Bowl. Separately, Google and Microsoft increased their digital advertising spending to promote AI products by approximately 495% last month compared to the previous year, according to Sensor Tower. The media also says that OpenAI multiplied its advertising investment tenfold in 2025. After years of making its tools known, it is now time to shape our perception of them.
Cover image | aerps and Hillary Black
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