Despite being a common refrain meant to assist digital consumers in distinguishing aspirational images and material (complete with all of its adjustments, filters, and cropping) from practical considerations and lived experiences, the phrase “social media isn’t real” now has a new meaning: A few of the well-known influencers of today aren’t even genuine individuals. These are artificial intelligence products that e-commerce companies periodically use to expand their customer base and increase revenue. Find out more about AI influencers and how you can use them to market your company.
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What is an influencer using AI?
An artificial intelligence (AI) influencer, often referred to as a virtual influencer (VI), is a social media brand or product promoter who is created by a computer and is meant to look authentic.
“In the realm of marketing and e-commerce, AI influencers are starting to garner attention due to their economical and effective means of promoting goods and interacting with customers,” states Ariel Sims, senior vice president of paid social at Digitas, a multinational marketing firm that specializes in digital advertising.
If an AI influencer wants to engage its (human) followers, they should have a distinct voice, personality, and history.
How to sell with AI influencers
As part of a larger digital marketing strategy, marketing professionals may pay AI influencers to generate and distribute content on social media sites, such as product placement images and unboxing videos, much like a human influencer would. In order to increase user engagement and brand recognition, e-commerce firms may also leverage AI influencers to execute interactive campaigns like surveys, quizzes, and competitions.
“In some circumstances, such as when cost, control, or niche targeting are crucial factors, using an AI influencer may make more sense than using a human influencer,” Ariel states. “Experimental campaigns and content concepts that would be challenging for humans to execute are also a fantastic fit for AI influencers.”
AI influencers can interact with audiences across a range of geographic locations by being taught to speak many languages and modify their cultural references. Additionally, an AI-generated influencer can produce material continuously, in contrast to traditional influencers who have hectic schedules and must sleep, guaranteeing a constant flow of social media postings to keep viewers interested.
The benefits of using an AI influencer
In charge
Companies and companies have total control over their identity, image, and messaging when they develop their own AI influencers. AI influencers may be created to maintain an uncontroversial reputation, in contrast to human influencers who could make controversial remarks or become embroiled in controversies.
According to Ariel, “AI influencers can regularly create content that showcases brand voice and brand image.” “An additional benefit is that AI influencers can use data and cutting-edge algorithms to produce content that is inspired by the people who follow and interact with the brand itself, rather than by other brands.”
Price
Basic AI influencers can be less expensive than human influencers (more complicated ones can be pricey). For content development, there’s no need for costly photoshoots, vacation plans, or continuous haggling. As a result, companies looking to maximize their marketing spending are finding that AI influencers provide an appealing alternative.
According to Ariel, “AI Influencers are great for cost control and productivity.” “AI influencers can engage with followers and potential customers around the clock, fostering community and increasing engagement because they are not human.”
Creativity
Marketing teams may test out novel storytelling techniques and formats with the help of AI influencers. Companies can experiment with special effects and animation to provide interesting content.
The drawbacks of employing AI influencers
Genuineness
One recurring problem in AI influencer marketing is the absence of authenticity. Some viewers feel that AI influencers lack the authenticity of human influencers, despite the fact that they might be visually appealing.
“Because AI influencers aren’t real in any way, they are essentially a paradox,” explains Dickon Laws, global head of innovation services at global design firm Ogilvy’s Emerging Experience Lab. “Influence by its very nature depends on authenticity.” “They are artificial by definition.”
emotional bonding
Artificial intelligence influencers could not develop deep emotional bonds with their followers since they are not human. The inability of AI technology to fully mimic human expressions and interactions may make it more difficult for them to inspire followers to make a strong commitment.
According to Ariel, “Consumers might also be reluctant to share experiences and communicate with what they associate with a ‘robot.'”
Morals
Most importantly, utilizing AI influencers raises ethical questions. Since deceit may undermine customer faith in brands, transparency around the employment of AI influencers is essential to preventing consumer misinformation. As AI tools improve and it becomes more difficult to tell actual humans apart from computer programs, this problem is probably going to get worse.
FAQs on AI influencers
What goes into creating an AI influencer?
The first step in creating an AI influencer is identifying your target market and developing a relevant persona. Create a background, character attributes, and aesthetic. Next, produce photos of your AI persona in various circumstances using AI tools.
An AI influencer: what is it?
A computer-generated persona created to mimic and behave like a real person on social media platforms is known as an artificial intelligence influencer. Their ability to communicate with audiences in a semi-automated manner—such as replying to comments with pre-written messages—is made possible by AI, and their realistic-looking visual persona is produced by CGI.
Are influencers in AI allowed?
As of right now, legislation or regulations that expressly regulate the usage of AI influencers are absent. But there are a lot of ethical issues to think about, like the possibility of deceiving viewers and harming a brand’s reputation.