Nearly 70% of marketing strategies currently incorporate artificial intelligence, and in influencer campaigns, almost half do, according to research by Danish firm Influencer Marketing Hub. AI simplifies the process of selecting influencers, predicting trends, and analyzing audience engagement. Brands are also using AI to create content and even develop virtual influencers. While these AI influencers remain a novelty, they raise questions about authenticity and trust — key elements in influencer marketing.
“Today, the primary benefit of AI at its current level of development is supporting marketers with analytics and selecting the right creators. AI can process vast amounts of data and provide marketers with recommendations on which creators to collaborate with to maximize the benefits of such partnerships,” says Adam Szudra, Managing Director at Friends & Brands, in an interview with Newseria Biznes.
A 2023 study of over 500 marketers by Influencer Marketing Hub revealed that nearly half of them consistently use AI when working with influencers. The most common application is natural language processing. Notably, almost 38% of respondents reported that AI improved the results of their influencer campaigns.
“AI presents both an opportunity and a risk in influencer and broader marketing. However, we shouldn’t fear it if we use it wisely. There is a lot of talk about legal risks. Keep in mind that the sources from which AI gathers information are not yet fully regulated. In the U.S., we often hear about lawsuits where artists or celebrities sue AI companies. Nevertheless, the biggest opportunity for AI, in my view, lies in supporting creative and analytical processes, not replacing them,” explains Adam Szudra.
AI Algorithms in Influencer Selection
AI algorithms can analyze large datasets to identify patterns and insights that may be missed with manual analysis. Using demographics, location, and follower engagement data, AI can determine whether an influencer’s audience aligns with a campaign’s target group. Tools like HypeAuditor utilize this method, identifying ideal influencers for specific audiences from over 138 million accounts on platforms like Instagram, YouTube, TikTok, X (formerly Twitter), and Twitch. Advanced AI systems can also evaluate the compatibility of an influencer’s style and values with a brand’s identity.
AI can also create engaging, personalized content for brands and influencers, including text, images, sounds, and videos. Additionally, AI helps monitor and optimize influencer campaigns by tracking metrics and adjusting content or target groups accordingly. This adaptability, as highlighted by the expert, results in greater flexibility and higher returns on investment.
AI Cannot Replace Human Creativity
Despite AI’s growing role in influencer marketing, Szudra believes it will not replace humans.
“AI is not yet advanced enough to fully replace human work. We are talking about creative processes that current AI cannot fully understand or replicate,” he asserts.
However, some brands are experimenting with AI influencers. Examples include Lu do Magalu, a virtual spokesperson for a major Brazilian retail company, and Lil Miquela, a virtual robot who is now a model and fashion icon. According to Influencer Marketing Hub, marketers who have worked with virtual influencers report positive experiences. The key advantages over traditional influencers are message control (31.7%) and 24/7 availability (29%). Additionally, 40% of marketers believe this technology will revolutionize the industry. Nevertheless, a similar percentage raises ethical concerns about AI influencers.
“Many speculate that virtual influencers could be the future of influencer marketing. While that may be true, we should question whether these AI creations should still be called ‘influencers.’ In the race for innovation, we risk forgetting that influencer marketing is fundamentally about authenticity and trust — something even the best AI cannot replace,” emphasizes Szudra.
Legal and Ethical Considerations
Legal regulations around AI remain uncertain. The EU’s AI Act establishes obligations for providers, including the requirement that AI-generated or AI-modified content (e.g., images, audio, or video) must be clearly labeled. This ensures that consumers are aware when they encounter AI-generated content.
“Nobody really knows which direction legal regulations will take. In my opinion, ethics and transparency are crucial. When using AI, no matter to what extent, we must ensure transparency. Consumers want to know whether content was produced by a real person they know and trust or generated by ChatGPT or another AI solution. As long as we remain transparent and ethical, I see no harm in using AI,” concludes Adam Szudra.
Source: https://managerplus.pl
