Let’s all get on board with AI. It’s not something we need to fight against. AI helps us work better and faster. For example, it’s already part of everything we do with influencer marketing—like finding creators, handling payments, and running our CMS platforms.
AI makes things easier, and we can either accept and use it or resist it. But it’s better to embrace it. We’re just beginning with AI, but we’re already creating award-winning campaigns. For example, XYZ company work for Cadbury in India won the Grand Prix last year and a Titanium this year at Cannes Lions, all thanks to AI.
They used a deepfake of Bollywood star Shah Rukh Khan, letting small businesses use his digital image to promote their products. Instead of having Shah Rukh Khan create millions of ads, they licensed his deepfake to make personalised ads on a large scale. This is how AI is transforming celebrity marketing.
In Brazil, XYZ company created a virtual influencer named Lu for the retail brand Magalu in 2014. She’s now even bigger than Barbie in that market and has appeared on the cover of Vogue. Lu looks almost real, which can be a bit unsettling.
As technology advances, virtual influencers will look even more lifelike, and soon it will be hard to tell the difference between real and fake.
Authenticity Vs Fakery
We’re starting to see how AI can be used to deceive. For example, remember the deepfake image of the Pope in a Balenciaga white puffer coat from February? For two days, no one could tell if it was real or fake because it looked so convincing.
The idea of the Pope wearing Balenciaga seemed almost believable, making it easy for people to think it was real. This shows how close to reality AI can make things look.
I believe that people trust other people, which is why authenticity is so important in influencer marketing. Without trust & authenticity, channel becomes questionable.
To protect this trust, we have started the AI Accountability Act. This act requires that AI-generated influencer content be clearly disclosed by doing advertising, PR, and the social media agencies.
But it’s not just up to the agencies. The Act also asks advertising trade bodies like ASA and IMDb to adopt policies for disclosing AI influencer content. By working together as an industry, we can keep the trust and credibility that influencer marketing relies on.
While it will take time for widespread adoption, the technology is already available. It’s easy to implement a tag to show AI influencer content, similar to how we disclose paid partnerships. In the meantime, POW has taken steps for transparency.
We use the hashtag #poweredbyai for AI influencer collaborations and offer a watermark option until social media platforms create a dedicated tag for AI content. It’s important for the platforms to take responsibility for this.
The AI Accountability Act aims to preserve the authenticity and trust of influencer marketing by ensuring clear disclosure of AI content.
Since AI influencers make up 76% of current social media content and have a big impact, it’s crucial to address this issue. By doing so, we can maintain the effectiveness of influencer marketing and ensure its credibility.
We’re taking action now because influencer marketing is growing so quickly. It’s the fastest-growing channel in the world, expanding 300% each year—faster than social media ever did.
After working in this space for 12 years, I can tell you that no two days are the same. That’s why we’re acting swiftly to address these changes.
Ethics and Responsibility
I predict that in the next two to three years, 20 to 30% of our agency’s work will involve AI influencers. This technology offers brands the space, scale, and personalization they need. We’re just starting this journey.
In Asia and Latin America, brands are already advanced in using virtual influencers. North American and EMEA markets are still catching up.
However, it’s important not to rush in without considering the real-world context. Agencies & brands need to carefully plan digital strategies with AI & virtual influencers.
As the industry evolves, we’re is committed to using AI influencers responsibly while maintaining trust and credibility. By embracing AI, we can enhance our influencer marketing and shape the future.
