Key stat: 45% of creators say working with a high-quality brand is their top priority when considering a brand deal, according to a July 2025 survey from Ipsos and Publicis Media. Beyond the chart: Only 26% of UK/US consumers in July 2025 prefer genAI creator content over traditional content, down from 60% in 2023, according to a November report from Censuswide and Billion Dollar Boy.