Brands are increasingly leveraging AI influencers

Brands should take advantage of AI-generated influencer content to access younger audiences, according to a new study.

A report by social media management platform Sprout revealed 46% of Gen Z respondents would be more interested in a brand that utilised AI-generated influencer content, while 27% are “indifferent.”

Sophia Bhaumick, global head of marketing and commercial at WTW Affinity and owner of influencer agency EndorseMe, said all brands – particularly those primarily targeting Gen Z – have the opportunity to leverage AI influencers for instant content.

“As a consumer and agency owner, I would consider buying a product or service from an AI influencer. In fact, an AI influencer is arguably more credible as its voice stems from mass opinion and draws from multiple sources online,” she said.

Due to its vast access to information, the content may also be more balanced, providing an overview of the product from more than one angle, Bhaumick added.

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Scott Guthrie, director general at Influencer Marketing Trade Body, said brands are harnessing AI influencers because of the high degree of control they come with.

“A virtual influencer working with a fashion brand will always turn up on time. Their skin and makeup will always be flawless. Their clothes will always hang beautifully. Their messaging will always be on point.

“Some brands hire virtual influencers. Others build them for their own exclusive use,” Guthrie said.

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Rather than turning to a chatbot for help, brands are also utilising AI influencers to act as customer service representatives and brand assistants.

“ANZ Bank has been doing this since 2018. Jamie, the bank’s digital assistant doles out instant responses to customer questions offering a face-to-face ‘human’ personal interaction,” he added.

As generative AI continues to expand, the use cases for AI influencers will grow with it, Guthrie said.

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