The world of the social media influencer is rapidly changing with technology enabling anyone to become a creator. This has resulted in content oversaturation and consumers experiencing 'influencer fatigue', causing brands to shift attention toward smaller influencers with highly engaged communities. Simultaneously, social media platforms are designing algorithms for user engagement rather than creator benefit. The rise of AI presents another threat with virtual influencers offering brands total control at a negligible cost. How are today’s leading influencers and brands navigating these shifting sands and what is their game plan to stay relevant? These are some of the intriguing questions that this session seeks to address.