Generative AI presents both opportunities and challenges for influencer marketing, offering enhanced efficiency and the potential to discover overlooked influencers, but raising concerns about authenticity and generic content, according to WeArisma CEO Jenny Tsai. AI can streamline content creation while still requiring human influencers to build genuine connections with their audiences.
Published On: April 5, 2023
As technology continues to evolve, new opportunities and challenges arise in the marketing world.
Generative AI is one such technology that has sparked discussions about its potential impact on the influencer marketing industry. While some experts see AI as a way to enhance marketing strategies, others look at the potential risks.
WeArisma’s CEO, Jenny Tsai on how generative AI can help creators:
“The concern is that the AI-generated content could produce campaigns that are too generic and lack the authenticity that has made influencer marketing so successful.”
However, despite this concern, many believe that AI and human influencers can work together to create successful campaigns.
“While an influencer’s connection with their communities cannot be replicated by generative AI, the technology can be used to their advantage. Generative AI can help improve the efficiency of creators’ research and content generation process and free up time for them to focus on developing their personalised brand and making sure their content creates the desired trusted connection.”
WeArisma CEO, Jenny Tsai on the opportunity for brands:
“AI’s greater reach allows brands to discover strong-performing influencers that may have previously been overlooked and “moneyball”* their influencer marketing strategies.”
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Keep informed with the latest trends, reports, and case studies from the world of influencer marketing.
Brands use both paid influencers and unpaid advocates to drive awareness and engagement. While influencers are compensated for their endorsements, true brand advocates promote products out of genuine enthusiasm, making their support more trusted and impactful. Striking the right balance between paid and organic advocacy is key, and tools like WeArisma help brands identify, measure, and optimize both. Understanding how to develop and engage these advocates—whether unpaid champions or strategic partners—can provide a significant advantage.
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