We start with a clear picture of the ideal AI creator: a recognized authority with real expertise in AI, a B2B orientation, and reach across key business markets including the USA, UK, APAC and the Middle East. Priority goes to LinkedIn, YouTube and X, the channels where B2B buyers do their research.​

Every candidate must clear minimum thresholds before scoring: a 2%+ engagement rate, active presence on a priority platform, and a clear focus on at least one core AI area, such as generative AI, AI ethics or enterprise innovation.​ Also, an AI-powered conflict assessment checks each shortlisted creator for brand safety, competing commitments and reputational risk. Only creators who clear this stage make the list.​

Creators who pass the initial screening are awarded a List Score based on five weighted measures: TrustScore (40%), Edelman’s proprietary measure of credibility, values alignment, engagement, reach and topical authority; Emerging (15%), assessing whether a creator’s influence is growing; Signal-to-Size (15%), evaluating their influence relative to their follower count; Channel Diversity (15%), measuring their ability to reach audiences across multiple platforms; and Diversification & Usability (15%), assessing how readily brands can collaborate with them.