In the summer of 2025, the APMA asked 284 affiliate marketers, including brands, agencies and publishers, for their views on artificial intelligence.
The results show an industry that is aware of the opportunities, experimental in focus and starting to put new technology to work, but also aware of the structural risks it brings.
Almost half of publishers see AI purely as an opportunity, while a similar number recognise its benefits but worry about being cut out in a zero-click world. Only one in eleven view AI as a direct threat. Affiliates have always been quick to adapt to new tools and platforms, and that optimism is still there.
Two-thirds of all respondents are already using AI in their day-to-day work. The rest show awareness but little hands-on testing, often citing a lack of time or uncertainty over where to start. This points to a large pool of potential adopters as tools become easier to use and the benefits clearer.
Who’s leading the way?
Agencies are leading, with more than three-quarters using AI for (among other things) reporting, efficiency and recruitment. Publishers follow at 67 per cent, applying it mainly to analytics, optimisation and content creation.
Brands lag slightly at 60 per cent, with many still talking in broad strategic terms rather than about specific applications. The picture is one of widespread interest but uneven maturity, showing the need for education and case studies to turn experimentation into consistent best practice.
How is AI being used?
When asked how they are investing, 40 per cent of publishers said they are exploring AI tools without committing budget yet. Beyond that, the most common areas of focus are data analysis and performance insights, campaign optimisation, content generation and SEO. The responses point to high awareness and early-stage testing rather than large-scale transformation.
Quotes from respondents show how use cases are already diversifying. Publishers are using AI to automate manual checks on offers and vouchers.
Agencies are building internal learning programmes and using machine learning for data analysis and fraud detection.
Brands are applying AI to creative production and affiliate-specific messaging. Across all groups, the focus is on improving efficiency and proving value rather than chasing hype.
OpenAI & Stripe
The study also looks at a bigger shift: how AI could reshape the channel itself. OpenAI’s partnership with Stripe to enable direct transactions inside ChatGPT introduces the idea of “agentic commerce,” where AI not only recommends products but completes the purchase. That could change how affiliate content is discovered, tracked and rewarded.
APMA members were divided on the implications. Some see this as the next step for performance marketing, expanding affiliate’s role as a trust layer for AI-driven commerce. Others warn that valuable publisher content could be used without proper credit or compensation. Most agree the industry needs to rethink attribution in a world where consumers may complete their entire journey inside an AI interface.
Why not read our AI-focused report featuring slides, quotes and observations from across the UK affiliate market:
The full Voice of the Affiliate Nation 2025 report explores these and many more themes in detail.
Register with us now to receive your free copy when it’s released.
