Influencer marketing: how has it changed with the use of AI?

At the beginning of December, Sam, Samsung’s digital influencer, released his first song. Inspired by the phenomenon of k-pop docontent virtual generator ideas join the dance competition in TikTok and dynamics in cooperation with Duolingo.

The rapid use of artificial intelligence has been part of this line increasing the blurring of the world of advertising and the use of technological tools for the same purpose. Therefore, Coca Cola launched Year 3000 Zero Sugar, a limited edition and integrated with the help of intelligence.

“It offers a great vision of what will happen, where people and technology are more connected than ever,” the frame of the brand’s drink announced.

The growth of digital technology represents some threats to the growth of influencer marketing, an industry that had its greatest support during the covid-19 health emergency and that continues to collaborate with generations such as Z.

How many influencers are there in Mexico?

Influur points out that in the country it is estimated that there are nearby two million of content creators (such as those with more than 10 thousand followers and more than 2.5 percent​​​​

In the world scale there is around 120 million influencers; In Latin America, Mexico represents around 26 percent of all production and is the second most important market, after Brazil.

There are nearly 120 million influencers in the world / Pixabay
There are nearly 120 million influencers in the world / Pixabay

Among the samples that have been found today, the organic content first, they show. Nearly 98 percent of Generation Z do over of advertising and more than 60 percent of it.

“Businesses where the new generation grows up with advertising all the time, do not need advertising. The products must go with the influencers so that they can connect effectively and have Capital becomes more efficient because before a significant part of the capital is used for production.

The influencer is the most organic and so the customer will buy,” he said MILLENNIUM Paul Coleman The director of operations for the company Influura platform specialized in contacting people who are involved with brands to carry out campaigns).

The development of cooperation, competition and dance has made the music industry close to the content of today, so more and more people have adopted it to be more . reach your audience.

Can AI disrupt the growth of influencer marketing?

Paula Coleman maintains that TikTok is one of the platforms where this type of content is growing the most.

“In a way, it takes advantage of the fact that the new generation is in a relationship, participation has not decreased. What we see is that the purchase is digital and the new generation will continue will be like this,” he said.

It is in these platforms where the adoption of artificial intelligence has become popular to release songs with the voice of actors, videos that are like reality, among others , which called for questions about technology.

At the same time, more and more companies have found ways to use it to integrate into their advertising strategies, including influencer marketing.

The study of Consumer Trends 2024 brought by the market researcher Euromonitor International, shows that around 53 percent of companies plan to invest ideas start in the solutions of intellectual problems in the next five years.

Of those surveyed, 49 percent ​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​ needs to be invested in solutions that give their customers more purchasing options. personal, according to the data; 43 percent, to create advertising campaigns aimed at customers; and 44 percent, use the services of chatbotswhich reduces human interaction.

More than 50% of global companies plan to invest in AI in the next five years / Pixabay
More than 50% of global companies plan to invest in AI in the next five years / Pixabay

The IAB points out that in Mexico the adoption of AI for advertising is used at some level, mainly as a personal assistant, for the search of information, analysis of articles, repetitive tasks. The consultant explains that since chatbots are not yet 100 percent ​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​a

“The main attraction and clear model of AI in advertising is the possibility of creating hyper segmentation. Creating personal content and strategies that guarantee not only reaching the target, but also converting advertising into business results, by simplifying the user experience and contributing to the daily life of customers,” he said.

In this world, many proposals have appeared that have questioned the impact of competition with content creators.

In Japan, the brand of drinking water This Mr (one of the most important in the market) has launched a campaign to promote its new brand of drink, Oi Ocha; The concept featured a design full of intelligence.

The bets went viral and caused a little debate about the future of this type of use in the business world.

“It’s a picture that can be seen, we don’t see it with success because the opinion can’t be changed,” Influur’s board confirmed.

However, he explained that the use of AI can be useful for promoting business, because the use of data can help. have more precise metrics and make fewer mistakes when launching ad campaigns.

“That’s where we see potential, but we haven’t seen influencers be successful in social media. It can help to understand what’s going on with the campaign and with this, the names will be decided to use for the information,” he added.

How many influencers represent digital advertising?

He Advertisers Study: Media & Marketing Strategy 2022-2023, prepared by the IAB, showing that this year about 59 percent of brands have allocated their advertising spending to digital marketing, in this case, influencer marketing has continued to be important panic.

The expert Influur maintains that in the past, the names were divided 10 to 20 percent in this area and today those who collaborate with content creators manage to divide between 70 and 80 each percentage of your budget.

In Mexico there is Advertising Guide for Influencers, published by the Federal Consumer Prosecutor’s Office (Profeco), which establishes that producers must inform when they make content payments; However, Coleman said that this type of advertising is still organic and only with it is a competition with a finished product.

However, he felt that there should be more professionalization in business, which data analysis will be important.

Influur maintains that when this business happens, many companies are invested without the correct measurement. Today, these are based on the segment they focus on; in Music, for example, movies that were created with the same sound are rated; In Beauty, the number of views and opinions on the post is reasonable.

“There are many metrics, it’s a whole new industry but every industry has specific metrics and we’re seeing more and more with intelligence, like being able to extract emotions from of movies,” he concluded.

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