Affiliate marketing will generate more than $210 billion in U.S. e-commerce sales this year, according to eMarketer, a figure that could reach over $287 billion by 2028. In a recent Modern Retail Podcast episode, co-hosts Gabriela Barkho and Melissa Daniels dug into listener questions about how brands can capture that growth through smarter partner selection, AI-driven search changes, and emerging platforms like Substack.
Authenticity starts with existing fans
Marketing teams often say the primary goal in affiliate programs is to create a natural link between the product and the person speaking about it. Barkho said the pressure is higher now because younger audiences are quick to dismiss anything that feels forced. "One thing we hear a lot about is that Gen Z, and really just generally young people, are basically immune to marketing or advertising. They can sniff out an inauthentic campaign pretty easily. To me, that really starts with seeking people who are already a fan of the brand," she said.
AI-generated recommendations shrink the affiliate middle
Several listeners asked about artificial intelligence and its effect on discovery journeys and brand visibility in large language models. Barkho pointed out that AI search results often prioritize mentions the system views as genuine. "It's pulling from organic voices on Reddit, on Instagram, across social and on forums, because the agents deem those to be the most authentic," she said. "When brands are talking about themselves, that's at the bottom of the priority list."
That shift collapses the portion of the customer journey where affiliates traditionally hold influence. Daniels said, "Because AI has collapsed the middle of the customer journey, that experimentation, discovery and look-around phase is now all happening in one prompt and one answer, instead of someone going to multiple sites. That is shrinking the opportunity that brands have to make affiliate matter in other places." For marketing managers who need to build playbooks around these fast-changing dynamics, an AI Learning Path for Marketing Managers can provide a structured way to map out responses.
Substack and newer channels gain traction
Some marketers are exploring how to partner with Substack writers instead of sticking exclusively to traditional publishers. Daniels noted that Substack's roughly 35 million subscribers and above-average open rates give it a distinct edge. "That's more eyeballs than you might get through traditional marketing, and there's an inherent trust in the person who's making the recommendation," she said.
Barkho described how footwear brand Memphisto worked with popular Substacker Jake Woolf and offered a promo code for a specific shoe color. "They ended up selling out of that product because so many people clicked through. It was the right creator reaching the right audience," she said.
Narrow focus beats spreading thin
One listener asked whether a single team can manage affiliate programs across creators, publishers, and deals. The answer depends on budget, but Barkho said the brands that see success often narrow their emphasis sharply. "If you can afford to retain two different agencies or have two people in-house to run these programs separately, that's probably ideal," she said. "But a lot of brands treat them in the same bucket. One person might be sourcing creators, seeding product and also pitching editors. It really depends on the budget and how big your program is."
Why this matters for marketing professionals
The most effective affiliate programs now rely on tight alignment between brand and creator, a clear picture of how AI search summaries may bypass traditional affiliate touchpoints, and a willingness to test platforms where audience trust already exists. Marketing teams that chase too many channels at once risk diluting the authenticity that makes the model work.
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