From campaign optimisation to affiliate discovery, AI is quietly transforming how marketers build and scale their programmes.
For most teams, AI is becoming an extra set of hands: helping with content creation, surfacing insights, and streamlining day-to-day tasks.
We spoke to marketers at AllSaints, Republic of Cats, and HubSpot to explore how AI is actually being used on the ground – and where the biggest opportunities lie next.
Here are five key use cases emerging across the affiliate and performance marketing space:
1. Content Creation and Personalisation
One of the biggest and most immediate uses for AI is generating copy and creatives at almost-scarily high speeds.
Whether it’s for ads, landing pages, or partner-specific messaging, AI tools are helping teams test more ideas and personalise content without starting from scratch.
“Right now, we use AI mainly to support our work across Google and Meta, helping us optimise campaigns, write copy, and generate creative assets like images. As a small team of three running all performance marketing channels at Republic of Cats, AI acts almost like a fourth team member.” — Sophie Verachten, Performance Marketing Manager at Republic of Cats
“ChatGPT is our personal copywriter. We’ve been able to communicate more effectively, personalise content, and get specific campaign suggestions to partners.” — Nancy Mai Harnett, Head of Affiliate Marketing at HubSpot
“If a partner caters to owners of senior cats or cats with dietary sensitivities, we can use AI to tailor messaging and visuals to speak directly to those groups, improving relevance and performance.” — Sophie Verachten, Republic of Cats
“I’m using it for quick copywriting for booked-in exposures with partners, or content ideas.” — Aisling Forde, Affiliate & Partnerships Manager at AllSaints
2. Campaign and Partner Optimisation
AI is enabling teams to move faster and smarter. From dynamic A/B testing to supporting over-stretched paid social teams, AI tools help marketers quickly understand what’s working, and why.
“AI gives us the ability to create hyper-niche, personalised content... It will also help us personalise offers based on user behaviour, track performance through analytics, and identify which content or partners are driving the most value.” — Sophie Verachten, Republic of Cats
