Taking the human away: The role of AI in influencer marketing

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The unlikely partnership between human and AI-powered tools may just change the landscape of influencer marketing.Shudu Gram, who campaigned for Rihanna’s Fenty Beauty, has 202k followers. Lil Miquela, who collaborated with Prada and Nike, has 2.4m followers.Even if you have never heard these names, you are thinking ‘oh, two more influencers peppering social media.’But are they? Just two more influencers?Look closer, and you realise Lil and Shudu are not real humans. They are CGI or AI-created models, just like KFC’s Colonel Sanders. Called virtual influencers, these fictitious characters have captured and captivated consumers because good storytelling has brought them to life.But that’s not the kind of artificial intelligence relevant here. I am talking about harnessing AI-powered tools to make influencer marketing more scientific and unlock its true potential.

The GlitchLet’s back up a bit and understand why AI is necessary for influencer marketing, first.As the power of influencers boomed, the niche began flooding with obstacles, not least of which was the explosion of digital content. When each day your consumer is exposed to not tens but thousands of branded messages, how do you stand out?The answer lies with the …

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