TL;DR
Later EdgeAI is Later's proprietary AI-native predictive intelligence solution, trained on data from 16 million creators, 136 billion annual impressions, and over $2 billion in verified influencer-driven purchases.
Later uses its AI-native engine to run AI-first influencer campaigns for brands, delivering predictable outcomes to forecast before spending a dollar.
Unlike competitors that tack AI onto existing platforms or use generic models, Later EdgeAI is purpose-built for influencer marketing and learns your brand's unique context to tailor every recommendation.
Brands working with Later's services team using our AI-native engine achieve 41% higher engagement rates and work with 72% more creators, turning influencer marketing into a dependable growth channel.
Table of Contents
The bar for marketing performance has never been higher. CMOs need channels that deliver predictable growth, prove their impact in revenue terms, and scale without burning through budget.
That’s why today, we’re excited to announce Later EdgeAI, our proprietary AI-native predictive intelligence solution. Later runs campaigns powered by Later EdgeAI using over a decade of influencer data spanning 16 million creators, 136 billion annual impressions, and more than $2 billion in verified purchases — the industry’s largest first-party dataset.
"Later EdgeAI marks the next era of influencer marketing. For the first time, brands can run influencer programs with the same dependability, scalability, and proven results they expect from their more established marketing channels."
- Scott Sutton, CEO of Later
Based on recent research from Later, in just two years, brands’ openness to using AI in creator collaborations jumped from 29% to 75%. The conversation has fundamentally shifted from whether to use AI to how to maximize its impact.
But here's the challenge: most AI solutions in influencer marketing are built on limited datasets or retrofitted features added to existing platforms. They lack the predictive intelligence that comes from purpose-built AI trained on real campaign data at scale.
Later EdgeAI changes that. Brands working with Later Influence achieve 41% higher engagement rates and work with 72% more creators than those managing campaigns independently.
Learn more below:
The challenge with traditional influencer marketing
Brands already know AI works in influencer marketing, but most platforms rely on incomplete datasets, publicly available information, or generic AI models not specifically trained for influencer marketing. This creates a gap between AI's potential and its actual ability to forecast which creators, content types, and strategies will drive results for your specific brand. Without that predictive power, influencer marketing stays in the experimental budget category rather than becoming a core, reliable growth channel.
Later EdgeAI produces better campaign outcomes that accelerate ROI and prove the measurable impact of influencer marketing for your brand. From predicting campaign performance before launch to identifying the best creators for your brand, the system reduces campaign research and ideation time by 85%, cuts setup time by 52%, and streamlines execution by 41%. Every recommendation is backed by our verified campaign history and benchmarked against thousands of programs to deliver faster and more efficient outcomes for your brand.
Predictable outcomes powered by the industry's richest dataset
Our team uses Later EdgeAI to run AI-first campaigns for brands, keeping the focus on business outcomes rather than technology complexity — it’s the data engine behind everything we do.
Here are some of the core benefits for our enterprise customers:
1. Review predictive outcomes before you spend
Insights from our historical data forecast which creators, content types, and channels will drive the outcomes you need. These predictions draw from over $2 billion in verified sales data and performance patterns from thousands of campaigns across every major industry vertical.
This replaces guesswork with confidence before investing a single campaign dollar.
2. Match with creators who truly resonate
Our AI-native engine analyzes audience alignment, engagement authenticity, brand safety factors, and historical performance across our network of 16 million creators. Our services team leverages these insights to recommend creators with the highest probability of success for your specific brand, goals, and target audience.
The matching goes far beyond follower count or content category. It identifies the nuanced fit between creator audiences and your customer profile, then validates that match through Brand Suitability insights that scan for potential risks like controversies, competitor conflicts, or misalignment with your brand values. This approach ensures every partnership has the foundation for authentic engagement, brand protection, and measurable impact.
3. Campaigns that get smarter over time
Every campaign for your brand feeds new intelligence back into Later EdgeAI. The system learns what resonates with your audience, what drives conversions in your category, and what strategies deliver the best ROI for your business model.
This means that each campaign makes the next one more effective as AI adapts to your brand, continuously improving recommendations based on your unique performance data and results.
4. Move beyond vanity metrics
The Later Influence team uses Later EdgeAI to track the metrics that actually matter to your business: sales attribution, customer acquisition costs, lifetime value, and brand lift. The system connects creator activity to business outcomes across the entire funnel, from initial awareness through final purchase and beyond.
You get the full-funnel measurement you need to prove impact in the terms that matter to executives: real revenue and measurable business growth.
Built on a decade of influencer intelligence, not borrowed from generic models
AI is only as good as the data it's trained on, and this fundamental truth separates our AI-native engine from every other solution in the market.
The data advantage
Our AI system is built on 10+ years of proprietary first-party data: 16 million creator profiles with verified performance data, millions of scheduled social posts generating 136 billion annual impressions, and over $2 billion in tracked, verified influencer-driven purchases. Instead of working off of limited data sets or generic AI models, brands can trust that Later EdgeAI is creating prediction accuracy from extensive historical data sets.
Additionally, our award-winning services team has over a decade of experience in influencer marketing. This, combined with our intelligence tools, enables us to identify what content actually drives conversions for your brand, rather than just engagement. Our tools understand which creator partnerships deliver sustainable ROI over time, recognize how different audience segments respond to specific creator types and content formats, and predict what incentive structures will motivate both performance and authenticity.
"Later has helped my company jump into the influencer space with lightning speed and efficiency. They have helped prove the value of influencers to internal stakeholders and have allowed the social media team to prove ROI in tangible, relevant ways."
-Social Media Manager, food and beverage industry
AI-native by design
Rather than tack AI features onto an existing system, as many platforms are doing, Later built our native AI-native engine as an intelligence layer purpose-designed for influencer marketing. This architecture allows the engine to continually learn and improve, incorporating insights from every campaign to deliver increasingly precise recommendations over time.
Brand-specific intelligence tailored to your strategy and audience
Rather than just relying on industry benchmarks, Later EdgeAI learns your brand's unique context: your audience preferences and behaviors, your performance history and what has worked, your positioning relative to competitors, and your specific business goals and objectives.
This brand-specific intelligence layer ensures every recommendation feels tailored to your strategy rather than pulled from a generic playbook.
"With Later EdgeAI, your brand gets its own dedicated engine that learns from your goals, past campaigns, and performance outcomes. The recommendations are tailored to your strategy, your audience, and your objectives. It is AI that evolves with your brand, delivering faster outputs, more brand-aligned creator matching and stronger outcomes."
- Sean O'Brien, Chief Technology Officer at Later
The future of influencer marketing starts with Later EdgeAI
At this point, every brand knows creators drive results. The challenge has always been making those results predictable, scalable, and provable.
Later EdgeAI solves this challenge. With over a decade of influencer marketing expertise on our team, combined with intelligence tools built on the industry’s largest data set, we’re combining predictive insights with human creativity to deliver results for your brand.
The technology to achieve predictable and scalable results is available now. Marketing leaders integrating AI into their influencer programs today are building competitive advantages that grow stronger with every campaign they run.
Ready to see how Later EdgeAI can transform your influencer program? Join us for an upcoming webinar where we'll show you how Later uses AI-powered insights to deliver influencer campaigns that perform like your most established marketing channels.
