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In the world of influencer marketing, the rise of AI tools has sparked both curiosity and concern. As AI tools such as ChatGPT, Dall-E, and Lensa continue to advance, creators and consumers alike are eager to understand how their work will be affected and how they can stay ahead of the changes. Ryan Detert, the CEO of AI-based influencer marketing company Influential, believes that the existence of advanced AI tools in content creation is not a matter of “if” but “when.”
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Detert emphasizes that the future of the influencer space will come down to speed and cost. AI tools have the potential to generate viral online content at scale and at a fraction of the cost of traditional influencer work. This means that the industry as we know it cannot remain the same. However, Detert believes that rather than abandoning their careers, influencers and content creators can leverage AI tools to create better content at a faster speed and provide more value to brands. The key is to master these tools and understand how they can be applied to their businesses.
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The Role of Influential in AI-Based Influencer Marketing
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Influential is an AI-based influencer marketing company that uses AI technology to pair the right creator with the right brand. The company’s goal is to validate media, ensure brand safety, measure ROI, and deliver successful influencer marketing campaigns. Influential’s AI technology, which combines machine learning with human perception, helps identify the exact right influencers based on specific parameters set by the clients.
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Detert explains that Influential’s AI technology analyzes various variables such as handle, audience demographics, sentiment analysis, and even offline factors like felony charges to ensure brand safety. The system assigns letter grades similar to MPAA ratings to influencers based on factors like profanity, nudity, hate speech, and political speech. This helps brands make informed decisions about which influencers to collaborate with.
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Advice for Creators on Leveraging AI Tools
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Detert offers advice for creators wondering how to leverage AI tools in their work. He suggests starting with small things like experimenting with ChatGPT, Dall-E, and other AI tools. Creators should play around with these tools and find ways to apply them to their businesses. By gaining a deep understanding of these tools, creators can stay ahead of the curve and intelligently grow their brands in this new reality.
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Detert believes that mastering AI tools and staying informed about trends in the industry are crucial for creators looking to thrive in the influencer space. He emphasizes the importance of conceptual mastery and advises creators to allow their understanding of AI tools and trends to guide their brand growth strategies.
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The Future of AI in the Influencer Space
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Detert envisions a future where AI tools play a significant role in the influencer space. He predicts a renaissance in the creator space within the next year or two, where creators can use AI to generate large amounts of content iteratively. While human review will still be necessary to ensure quality and avoid controversial or inappropriate content, the speed and cost advantages of AI-generated content are undeniable.
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Detert also discusses the possibility of brands creating their own AI-generated content creators without the need to hire human influencers. He explains that virtual avatar campaigns have been in existence since 2018, and it is now possible to create virtual creators using AI. The cost of producing such content is expected to decrease significantly, making it a viable option for brands.
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Conclusion
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The rise of AI tools in influencer marketing is inevitable. Rather than fearing the changes, creators and brands can embrace these tools and leverage them to their advantage. AI offers the potential for faster content creation, cost savings, and increased value for brands. By mastering AI tools and staying informed about industry trends, creators can adapt and thrive in this new era of influencer marketing.
