A comprehensive new benchmark report from Influencer Marketing Hub delves into the rapidly evolving landscape of Artificial Intelligence (AI) within influencer marketing. Analysing insights from over 500 marketing professionals, the report explores the current understanding, application, and future projections of AI in this dynamic sector, highlighting significant shifts in technology adoption and the rise of AI-generated influencers.
Key Takeaways
- 50% of marketers reported a "very positive" experience with AI influencers.
- Control over messaging and 24/7 availability are seen as key advantages of AI influencers.
- Ethical considerations surrounding AI influencers are a significant concern for nearly 44% of respondents.
- Natural Language Processing (NLP) is the most commonly used AI technology in influencer marketing.
- Content generation is the most prioritized capability in AI influencer software.
AI Integration in Influencer Marketing Technology
The report underscores AI’s growing integration into influencer marketing software, with platforms like Upfluence incorporating ChatGPT for more efficient and personalised influencer recruitment. This technological advancement is crucial for brands seeking to navigate economic shifts and foster deeper consumer connections. Nearly 90% of marketers are either using or considering AI/ML in their campaigns, signalling a strong embrace of data-driven strategies.
The Rise of AI-Generated Influencers
AI-generated virtual influencers are emerging as a significant force, with companies like Brud (creator of Lil Miquela) valued at over $125 million. Despite initial skepticism, virtual influencers like ‘Nobody Sausage’ are gaining traction, demonstrating their potential to reshape the industry. While 59.8% of professionals have already planned campaigns with AI influencers, a notable portion are still exploring their potential.
Perceptions and Advantages of AI Influencers
Marketers find AI influencers highly valuable, with 50% describing their experience as "very positive." Key advantages cited include enhanced control over messaging (31.7%) and 24/7 availability (29.1%). However, ethical considerations remain a concern for 43.8% of respondents. The perceived authenticity of AI influencers also significantly impacts purchase intent for 39.1% of those surveyed.
Future Outlook and Challenges
Looking ahead, 40.9% of participants believe AI advancements will revolutionise the influencer marketing industry. While AI offers significant potential for improving outcomes, challenges persist. 77.4% of participants have encountered technical issues with AI influencer software, and better predictive analytics is the most requested improvement. The industry is moving towards a strategic blend of human and AI influencers, tailored to specific products and target audiences.
Sources
- The State of AI in Influencer Marketing: A Comprehensive Benchmark Report, Influencer Marketing Hub.
