Later’s new Brand Suitability Insights revolutionizes brand safety and performance alignment across influencer marketing programs

Later, the global leader powering the creator economy and social commerce for creators and brands, announces the launch of its AI-Powered Brand Suitability Insights, a robust, enterprise-ready solution designed to help marketers evaluate creators with clarity, confidence, and speed.

A brand’s reputation is one of its most valuable assets, carefully built through thoughtful campaigns and trusted partnerships. Protecting and elevating that hard-earned equity starts with understanding both sides of every creator relationship: uncovering potential risks and validating the upside potential. Most brand safety insights stop at flagging risks, but Later goes further – helping marketers see potential risks, but also which creators are most likely to drive performance.

That’s why Later is introducing Brand Suitability Insights, a solution uniquely designed to meet the scale and rigor enterprise brands require. By pairing campaign context with AI-driven analysis of publicly available creator information, it delivers a single, evidence-backed report that does both: highlights potential risks and identifies creators with the highest likelihood of delivering ROI. With this clarity, marketers can move forward with confidence, knowing their partnerships are both protected and primed for growth.

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“Marketers shouldn’t have to choose between protecting their brand and achieving performance outcomes,” said Scott Sutton, CEO of Later. “Later’s deep analysis gives them both: a rigorous, AI-powered evaluation that ensures creators align with brand values while also driving measurable results.”

The report provides marketers with:

• Executive Summary: Key metrics, risk levels, and a final recommendation
• Brand Suitability Score: A clear rating of how well a creator fits campaign and brand needs
• Risk Matrix: Category-by-category scoring, from misinformation to brand conflicts
• Audience Intelligence: Follower quality and engagement insights
• Performance Analytics: Performance benchmarks across social platforms
• Transparent Data Sources: A summary of all data inputs used in the evaluation so marketers know exactly where the information is pulled from, giving them full confidence in the analysis

“Marketers work hard to build their brands, and the right creator partnerships can take that effort even further,” said Phoebe Maclachlan, Chief Customer Officer at Later. “This feature reduces the risks of mismatched collaborations while unlocking the upside of the right ones. It gives teams the clarity and confidence to grow with impact.”

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Later recognizes that putting the power of marketing into people’s hands means looking at the whole person when selecting a spokesperson. Understanding both the opportunities and the risks is critical in ensuring that every creator partnership reflects the brand’s values, protects its reputation, and resonates authentically with consumers.

Unlike existing platforms that offer fragmented or generic data and often stop at flagging potential risks, Later’s Brand Suitability Insights goes further. It analyzes 12 categories, from profanity to competitor conflicts, to help mitigate potential downsides while also surfacing the upsides of creator partnerships. By grounding recommendations in campaign context and real-world performance data, these insights not only protects brand equity but also highlights the creators most likely to reflect brand values and deliver measurable business growth.

Brand Suitability Insights is available now as part of Later’s expanding suite of solutions designed to support every stage of influencer marketing. This addition represents the first step in Later’s broader AI strategy, which will continue to expand with solutions designed to deliver clarity, confidence, and world-class results for marketers and creators.