Later, a leading influencer marketing partner for enterprise brands, has launched Later EdgeAI, a proprietary AI-native engine that promises to turn the art of influence into measurable science. Built on what the company calls the industry’s richest influencer dataset, EdgeAI aims to bridge the gap between creator collaboration and business impact.

AI Trained on a Decade of Influence

Later EdgeAI isn’t just another algorithmic add-on. It’s trained on over a decade of influencer campaign data — covering 16 million creators, 136 billion annual impressions, over 1 billion Linkin.bio transactions, and $2 billion in verified influencer-driven purchases.

This scale allows EdgeAI to predict campaign performance, identify high-impact creators, and drive ROI across the marketing funnel. For brands, that means turning once-unquantifiable influence into tangible business outcomes.

AI That Learns Your Brand

According to Justin Withers, Chief Product Officer at Later, EdgeAI goes beyond basic analytics.

“With Later EdgeAI, your brand gets its own dedicated engine that learns from your goals, past campaigns, and performance outcomes,” said Withers. “The recommendations are tailored to your strategy, your audience, and your objectives. It’s AI that evolves with your brand.”

Later positions EdgeAI as an adaptive system — continuously refining its recommendations based on both brand-specific data and broader creator ecosystem signals. The result is faster campaign execution, improved creator matching, and outcomes that align more closely with business objectives.

Data-Driven Intelligence Meets Human Strategy

Unlike tools that bolt on generic AI features, EdgeAI is deeply embedded across Later’s platform and services. It draws from creator performance, commerce outcomes, and cultural trends to guide campaign strategies in real time.

Later’s services team leverages this intelligence to craft influencer programs that are sharper, more targeted, and more effective with every iteration.

Devon Santelman, Associate Manager of Brand Experience at General Mills, praised the collaboration:

“Despite a complex media strategy with dual objectives of awareness and conversion, the Later team integrated seamlessly into our business, proactively identifying new opportunities to enhance our in-market performance.”

The Enterprise Standard for Influencer Marketing

For Scott Sutton, CEO of Later, the launch marks a turning point for influencer marketing:

“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.”

EdgeAI cements Later’s reputation as the enterprise standard for influencer marketing, blending advanced AI, vast data coverage, and trusted human expertise. The platform’s intelligence layer powers both technology and strategy, setting a new benchmark for measurable influence.

Driving the Future of Influence

The launch follows a string of AI investments from Later, including AI-powered Brand Suitability Insights, which helps marketers optimize every influencer dollar. With EdgeAI, Later aims to elevate influencer marketing into a predictive, performance-driven discipline — where creativity meets accountability.

As influencer marketing matures into a core pillar of enterprise media strategy, Later EdgeAI could very well become the engine that defines its next evolution.

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