For years, affiliate success followed a familiar formula.
Build strong SEO rankings, negotiate great deals, drive high volumes of traffic, and scale.
Today, that historically robust formula is becoming increasingly fragile.
AI is transforming how users discover content. Social media has completely disrupted acquisition strategies. Rising financial costs are pushing operators to rethink how they partner with affiliates.
With the sector undergoing a seismic change, the question is no longer whether the traditional affiliate model can survive, but whether affiliate businesses are built for what comes next.
To help affiliates answer that question, the Affiliate Leaders Summit will host the Future Shock: The Predictions Affiliates Don’t Want to Hear panel.
Rather than offering easy answers, the panel will bring together industry leaders to confront the realities reshaping affiliate marketing, exploring which business models are most at risk, where future opportunities lie, and how affiliates can position themselves for long-term success.
In this blog, we examine the major shifts transforming the affiliate landscape and explain why this session could be one of the most valuable conversations on the Affiliate Leaders Summit agenda.
The Harsh Realities Affiliates Don’t Want to Hear
The challenge for affiliates is not that they are facing a single threat, but several at once.
From AI-driven search and stricter regulation to changing operator expectations, the rules that once defined success are quickly being rewritten. For affiliates looking to remain competitive, understanding these harsh realities of today is crucial to seizing the opportunities of tomorrow.
AI is Reshaping Search
Historically, affiliates have acted as the middleman between players and operators, but AI-powered search is disrupting that dynamic.
AI is moving users away from keywords, towards conversational queries, and traditional SEO strategies are becoming less effective. And with Google’s continued investment in AI search, affiliates are no longer just competing with tools like ChatGPT and Claude; they are fighting for recognition across an increasingly AI-driven search ecosystem.
At the same time, AI overviews are increasing the rise of zero-click searches by providing answers directly within search results. With some reports suggesting top-ranking websites can lose up to 79% of traffic when pushed below AI-generated results, the battle for visibility is rapidly increasing.
Social Media Is the New Affiliate Playground
Over the last decade, social media has transformed from a place to share everyday updates into one of the world’s most influential marketing channels. Affiliates that fail to adapt risk losing visibility with the next generation of players.
Social media has fundamentally changed how audiences discover brands and engage with content, while influencers and creators are increasingly occupying a role once held by traditional affiliate websites. The numbers highlight the scale of this shift: 82% of all social media users follow an influencer, while 61% of TikTok users discover new brands through the platform.
With mobile devices now accounting for nearly 55% of global web traffic, affiliates are being forced to look beyond long-form reviews and SEO, and instead invest in social media, short-form video, and creator-led content to remain competitive.
Operator Priorities are Shifting
The relationship between operators and affiliates is also evolving.
Stricter market regulations are placing greater compliance responsibilities on operators, with some markets imposing record financial penalties for affiliate misconduct. Combined with acquisition costs rising by as much as 60% and social media offering as a direct acquisition channel, operators are becoming increasingly selective about where they spend their money and who they partner with.
As a result, the affiliate-operator relationship is becoming more selective and performance-driven. Some operators have dramatically reduced the number of affiliates they work with, introduced less favourable flat tariff deals, or cut affiliates out of the journey completely by investing in in-house acquisition teams.
Panel: Future Shock: The Predictions Affiliates Don’t Want to Hear
For affiliates, understanding these harsh realities is one thing. Knowing how to respond is another.
That’s why the Affiliate Leaders Summit will host Future Shock: The Predictions Affiliates Don’t Want to Hear, a session designed to help affiliates navigate the biggest challenges facing the industry.
Taking place on Wednesday, 30 September, from 16:30-17:10, the panel will bring together leading experts to examine how AI, changing search behaviour, social media disruption, and evolving operator expectations are reshaping the sector.
During the panel, attendees will learn:
- Which affiliate business models are most vulnerable to AI disruption, tighter regulation, and changing search and social media algorithms.
- How search and traffic acquisition are evolving in a world of AI-generated answers and declining click-through rates.
- Where the biggest growth opportunities lie as consumer behaviour and acquisition channels continue to shift.
- The strategies leading affiliates are using to remain competitive and protect long-term growth.
- What operators increasingly expect from affiliate partners as the industry moves towards a quality over quantity approach.
Meet the Experts
The discussion will be led by a panel of experienced industry professionals with perspectives spanning both affiliate and operator businesses.
- Stephen Clibbon, Head of Affiliates, VL Partners: With more than eight years in affiliate leadership, Clibbon brings extensive experience in affiliate growth, traffic acquisition, and building high-performing partnership programmes across international markets.
- Pierre Cadena, COO, Catena Media: As COO of one of the industry’s most recognised affiliate businesses, and with previous leadership roles at Fox Entertainment, Caesars Interactive, and WarnerMedia, Cadena offers a unique perspective on how major affiliate organisations are adapting to AI, search disruption, and changing acquisition strategies.
- Elena Granishevskaia, Head of Affiliate Marketing, M88 Mansion: With more than six years in affiliate marketing, Granishevskaia provides valuable operator-side insight into affiliate partnerships, player acquisition, and what operators increasingly expect from their highest-performing partners.
- Yonit Shvinkelstain, Co-founder, Leverage: Bringing more than 15 years of experience across affiliate marketing, SEO, sports betting, and casino, Shvinkelstain offers a strategic view on how affiliates can adapt and grow in an increasingly competitive landscape.
Final Thoughts
With AI reshaping search, operators becoming more selective with partnerships, and new acquisition channels challenging long-established business models, the question is no longer whether the industry will change. It’s whether affiliates are prepared for what comes next.
That’s what makes Future Shock: The Predictions Affiliates Don’t Want to Hear one of the most important discussions on the Affiliate Leaders Summit agenda. Bringing together leading voices from both the affiliate and operator sides of the industry, the session promises valuable guidance on the challenges ahead and the strategies affiliates can use to remain competitive.
Secure Your Place at Affiliate Leaders Summit
The session, Future Shock: The Predictions Affiliates Don’t Want to Hear, forms part of the Affiliate Leaders Summit conference programme, taking place from 29 September to 1 October at the Feira Internacional de Lisboa and MEO Arena in Lisbon.
Secure your Affiliate Leaders Summit VIP Pass today at the price of €599 and gain access to the Affiliate Leaders Summit conference, exhibition, and networking events, as well as every conference stage, exhibition floor, and networking opportunity across the wider SBC Summit.
