Influencers are content creators who post unique, relatable, and engaging content to promote a product or service. Their work humanizes brands and helps them connect with audiences.
So, how could artificial intelligence change influencer marketing if the goal is to humanize a brand or organization to boost awareness and profits? It turns out, like all things marketing, AI has the potential to alter influencer marketing significantly.
I spoke with creators Ramon Berrios and Blaus Bolus, who are the hosts of the podcast DTCPod. (DTC means Direct-to-consumer) and cofounders of the AI audio conversion tool Castmagic.
We will be able to learn about how AI can change influencer marketing and what this means for influencers as well as influencer marketers.
How AI is Changing Influencer Marketing Today
As an example, I found it interesting (and slightly creepy) when AI chatbots were introduced based on celebrities and influencers such as Paris Hilton, Snoop Doggy, Naomi Osaka, and MrBeast.
Meta introduces one of her characters as Billie even though she looks and sounds just like model and influencer Kendell Jennifer.
Berrios, the influencer marketing industry is not just about celebrities and influencers immortalized by AI chatbots.
He says that he has seen the most significant change in the creators’ operation. “Previously, the creator needed an agency that could be on multiple channels to handle all operations.
Ramon explains how AI tools can remove the obstacles that discourage or hinder creators. For example, paying for work to be outsourced to a team and managing multiple platforms at once.
Berrios recalls that “our podcast, DTC Pod, was born because we paid an agency $1,000 for our entire marketing, postproduction, and production.” Berrios says, “Now that we are doing it ourselves, with our platform and our team, I believe the costs of being a creator, or an influencer, will go down.”
Bolus agrees and cites creators such as Gary Vaynerchuk, who are often supported by a team.
Bolus says that Bolus has hired filmers, editors, and copywriters to pull off the content machine. Bolus says that it spends between $500,000 and $1,000,000 a year on content production.
Bolus says that AI tools can help create high-quality content for multiple purposes on a budget of less than $1 million.
He said: “We are seeing more creators who can create pillar content, repurpose it as a blog or podcast and integrate it into their social strategies.” “And this content is everywhere.”
AI and Influencer Marketing: How it Could Change the Future
Berrios mentioned that AI would remove barriers for creators and influencers. AI can remove these barriers and bring in new content creators to create new projects.
He says, “Think of the people who create Midjourney content. They have a different approach to content creation from your average person who loves to be in front a camera.” “I think it’ll bring a new wave.”
Side Note: In case you don’t know what Midjourney does, it is a service and program that uses artificial intelligence to generate images based on natural language prompts.
Berrios believes that costs associated with influencer marketing may decrease as more creators and influencers enter the market.
Berrios says that influencer marketing is ultimately a marketplace where demand drives the market. “The brands and companies who pay for distribution are the consumers, while the influencers provide the supply.” I believe we’ll see more field-leveling, and CPMs may drop across the board.
There are more options for upcoming creators and influencers
Influencers will have more options with the new AI technology. When we think of an influencer, we usually think about someone on camera promoting a product, brand, or service.
Face and public persona are often vital to their success and recognition among their audience.
What if, however, you’d like to be influential, but your identity and face remain a secret, as one of my favorite content creators, Corpse Husband, does? Don’t be fooled by his name; he is a sweetheart.
While influencers can’t afford to be faceless like content creators who don’t focus on influencing, they are often able to get away with it. Bolus believes AI can change this.
He explains, “There will be more options… If you’re an influencer that doesn’t like to have your face on everything, then you can create a Faceless YouTube channel using AI to generate ideas in the background.” You are the creative director at the end of it all. You can still drive the creative influencer-led strategy if you don’t wish to be in front of a camera.
Globalized audiences and creators
Meta released an AI model that can translate and understand almost 100 languages. TikTok is using AI to generate captions and solve, while YouTube is testing an AI-powered dub tool for solving videos.
Influencers can create content that is seen (and understood by) people around the world.
Berrios says that AI allows creators to translate content into different languages and tap new markets. It will be interesting to see what happens in terms of the income and earning potential for creators.
Influencers can use AI tools to influence their audience
Castmagic’s cofounders and I have just shared a ton of information with you on the future of influencer marketing powered by AI.
You may be wondering what you can start doing now to stay ahead of the game and become a part of this future.
Start experimenting with different tools and integrate them into your workflow. Here are a few AI tools that influencer marketers should consider.
Cast magic
Bolus describes Castmagic as a digital workspace that allows users to repurpose media or audio content into text-based, AI-generated content assets. Castmagic was used to record our interview.
He says: “We are having a discussion, and to be able extract the value of that conversation or to make it into another content asset, like a blog or article, or to have all this information, you need a transcription.”
He continued, “You must go through the transcript and find the quotes. You have to stitch together the context. You also need to come up with an idea for your thesis. And you should draft a unique piece of content.”
Bolus says that the purpose of Castmagic, which is a transcription tool using AI, is to use the context of all the media sources of the user to write and draw.