Insights from PI LIVE Europe 2025
Artificial intelligence isn’t simply another channel or trend, it represents a fundamental shift in how people search, evaluate, and decide what to buy. As AI reshapes the path to discovery, brands must move quickly to adapt – rethinking how partnerships drive visibility, trust, and performance in this new landscape. Partnership marketing sits at the center of that evolution. These partners provide the trusted, structured, and insight-rich content that fuels AI-driven commerce – positioning affiliates not as a tactical add-on, but as a strategic pillar in how brands stay visible and credible in an AI-first world. At PI LIVE Europe 2025, Acceleration Partners’ Account Director Ben Norton joined Malte Landwehr, CMO & CPO at Peec AI, Tom Saulsbury-Hunter, Agency Managing Director at CJ and Sol Wilkinson Editorial Manager at Hello Partner, on the Main Stage for the session “The New Discovery Wars: AI, SEO & the Future of Affiliate Visibility.” Together, they explored how generative AI, evolving search behaviors, and new discovery platforms are changing the performance marketing landscape – and why the future is brighter than many think.
AI Isn’t the Enemy – It’s the Next Partner
While headlines often frame AI as a threat to traditional marketing models, Ben was clear: affiliate marketers stand to benefit if they adapt early. “In fact, recent Acceleration Partners research found that over 80% of citations used by large language models (LLMs) and AI search platforms originate from ad-funded websites rather than brand-owned content,” Ben explained. “Affiliates aren’t just part of this new ecosystem – they’re powering it.” The opportunity now is to work with AI, not against it. By feeding structured, human-verified content into AI systems, affiliates can make their content discoverable and valuable inside emerging platforms. AI inherently values and rewards high-quality, authentic, and authoritative content – and that’s where affiliates have a natural advantage. Editorially driven reviews and genuine creator insights provide the depth, context, and credibility that large language models favor, helping brands earn both visibility and trust in AI-driven discovery. With apps now live inside ChatGPT (in the US), cashback, coupon, and loyalty partners are already well-positioned to benefit.
Trust Is the New Currency
Ben emphasized that trust is now the ultimate competitive advantage. Affiliate content has long been the credibility layer between brands and consumers — and that role is only becoming more critical. As AI systems depend on structured, verifiable information, affiliates who create transparent, high-quality content are uniquely positioned to lead. Their authenticity and depth make them indispensable sources of truth in a landscape where credibility drives discovery. Ben encouraged brands to treat affiliates as credibility amplifiers, not just performance drivers. That means:
- Co-creating content that features real people and real experiences
- Rewarding affiliates for quality, brand safety, and sentiment
- Feeding structured, verified affiliate data into AI ecosystems
As attribution models evolve, we may start to see new forms of recognition emerge – such as “trusted partner” tiers that track and reward affiliates who consistently drive brand equity, trust, and quality alongside conversions. For smaller affiliates, Ben’s advice was clear: focus on authenticity, not scale. “In a world flooded by synthetic content, human voices will cut through,” he said. “High-quality reviews, thoughtful storytelling, and lived experience will matter more than ever.”
From Rankings to Relevance: A New Attribution Model
As zero-click search becomes the norm, Ben noted that the focus for affiliates must shift from ranking to relevance.
“Visibility isn’t just about where you appear,” he said. “It’s about whether you’re referenced, trusted, and credible in AI-generated results.”
That shift also changes how success is defined. In an AI-led discovery landscape, the definition of outcomes must evolve – moving beyond clicks and conversions toward influence, authority, and trust. Being cited within an AI summary carries measurable brand value, even if it doesn’t result in an immediate sale.
Ben called for a rethink of traditional last-click models to reward affiliate content that informs recommendations. “Attribution must evolve to recognize influence, not just transactions,” he said. “If we only pay for clicks,” Ben said, “we’re missing where the real influence happens.”
To support this, brands and platforms will need new ways to measure and reward affiliates, recognizing the partners who shape consumer decisions across the funnel. Attribution models must evolve from last-click to influence-based frameworks, ensuring affiliates who build trust and visibility in AI-driven environments are properly credited for their impact.
Amid the Disruption, Real Opportunity
Ben closed the session with optimism. As AI-generated content proliferates, the value of human insight will only increase. “AI may change how we discover,” he said, “but it won’t change who we trust.” For affiliates and brands alike, that’s the signal amid the noise: as discovery evolves, trust, authenticity, and human perspective will define who wins the next chapter of performance marketing. Ready to rethink your brand’s visibility strategy for the AI era? Our team helps leading brands build trusted, performance-driven partnerships that thrive in an evolving discovery landscape.
