ChatGPT under the influence

Arti­fi­cial intel­li­gence (AI) is a source of fresh ideas and strate­gies for influ­encer mar­keters to con­sid­er and test, with tools such as Chat­G­PT, Dall‑E 2, and Flick offer­ing nov­el ways of approach­ing mar­ket­ing.

But what does AI have to say about influ­encer mar­ket­ing? Mark Jack­son, glob­al mar­ket­ing direc­tor, Klear, asked Chat­G­PT to pre­dict AI’s poten­tial role and impact on influ­encer mar­ket­ing and to envis­age how brands can start imple­ment­ing AI to their advan­tage. ChatGPT’s answers have been edit­ed for length and clar­i­ty.

Expe­ri­ence Klear first-hand.

What is an influ­encer?

“Klear defines an influ­encer as some­one who has author­i­ty and influ­ence over an audi­ence, usu­al­ly for the pur­pose of encour­ag­ing action, such as mak­ing a pur­chase, or sign­ing up for a ser­vice,” says Jackson.“Influencers rec­om­mend items on their social media chan­nels with the goal of grow­ing aware­ness for their brand part­ners, earn­ing com­mis­sions on sales, and attract­ing new fol­low­ers and brand part­ner­ships.”

To make sure Chat­G­PT is on the same page as Klear’s in-house influ­encer mar­ket­ing experts, Jack­son asked it to clar­i­fy what an influ­encer is. He says the answer was spot on.

Chat GPT: “An influ­encer is some­one who has estab­lished cred­i­bil­i­ty, exper­tise, and a sig­nif­i­cant fol­low­ing in a par­tic­u­lar top­ic or indus­try. They have the pow­er to influ­ence their audi­ence based on their exper­tise, rep­u­ta­tion, and engag­ing con­tent. Influ­encers typ­i­cal­ly have a strong pres­ence on social media plat­forms, such as Insta­gram, YouTube, Tik­Tok, or a per­son­al blog.”

What is AI’s effect on influencer marketing?

It’s worth not­ing that ChatGPT’s knowl­edge cuts off around Sep­tem­ber 2021, which means that any new tech­nol­o­gy, trends or intel enter­ing the pub­lic eye since then will be for­eign to the AI mod­el. But, despite its lack of ‘new’ knowl­edge, Chat­G­PT is report­ed­ly con­fi­dent about AI’s future role in influ­encer mar­ket­ing.

Klear asked Chat­G­PT for pre­dic­tions on AI’s role in future influ­encer mar­ket­ing, request­ing bru­tal hon­esty. Here’s an edit­ed response:

Chat­G­PT: “In the future, AI will play a sig­nif­i­cant role in influ­encer mar­ket­ing, rev­o­lu­tion­is­ing the way brands con­nect with their tar­get audi­ences. 

AI will undoubt­ed­ly stream­line and enhance sev­er­al aspects of influ­encer mar­ket­ing cam­paigns, includ­ing influ­encer iden­ti­fi­ca­tion, analysing influ­encer mar­ket­ing-relat­ed data, and con­tent opti­miza­tion. AI can save busi­ness­es sig­nif­i­cant time and resources, par­tic­u­lar­ly in opti­mis­ing ad place­ments and deter­min­ing the best times to engage with fol­low­ers.”

How­ev­er, Chat­G­PT points out that AI tech­nol­o­gy does have its lim­i­ta­tions in influ­encer mar­ket­ing cam­paigns. 

Chat­G­PT: “Brands must acknowl­edge that AI is not a mag­ic wand that guar­an­tees suc­cess in influ­encer mar­ket­ing cam­paigns. While it can enhance deci­sion-mak­ing and effi­cien­cy, it can­not entire­ly replace the human touch. 

Build­ing authen­tic rela­tion­ships with influ­encers and their audi­ences requires a deep under­stand­ing of your brand’s val­ues and objec­tives. AI can assist in iden­ti­fy­ing poten­tial influ­encers, but it can­not sub­sti­tute the process of build­ing trust and rap­port with them.”

Jack­son says, “Our take­away from this is that AI’s effect on influ­encer mar­ket­ing is excit­ing. It can rev­o­lu­tionise the way busi­ness­es find, engage, and col­lab­o­rate with influ­encers. It can stream­line process­es and deliv­er data-dri­ven insights. “But AI is not a per­fect sci­ence that can run your entire influ­encer mar­ket­ing strat­e­gy behind the scenes. AI is a tool, and tools are used by humans to cre­ate ide­al out­comes. By learn­ing how to use these tools now, brands can get the best of both pow­er­ful com­put­ing and human cre­ativ­i­ty.”

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How do you identify best-fit brand partners?

Choos­ing the right brand influ­encer is a key part of suc­cess­ful influ­encer mar­ket­ing cam­paigns. They’re not always easy to iden­ti­fy on the sur­face, as audi­ence sizes, likes, com­ments, and shares only tell part of the sto­ry, warns Jack­son.

“AI can fill the knowl­edge gaps by analysing data below the sur­face on a large, real-time scale,” says Jack­son. “This includes iden­ti­fy­ing influ­encers that might not oth­er­wise land on a brand’s radar. For exam­ple, celebri­ty influ­encers are the most well-known because of their pop­u­lar­i­ty. 

“Brands may have a hard­er time learn­ing about micro influ­encers or nano influ­encers because they’re not as pop­u­lar. AI tools can sur­face insights on these small­er influ­encers that may have a greater impact on their cam­paigns than celebri­ties.”

Chat­G­PT: “AI can help brands iden­ti­fy the most rel­e­vant influ­encers for their brand by analysing vast amounts of data, includ­ing demo­graph­ics, engage­ment met­rics, and even sen­ti­ment analy­sis. With AI’s data-dri­ven insights, com­pa­nies can make informed deci­sions on which influ­encers align best with their brand val­ues and tar­get audi­ence.”

Can AI help to optimise content creation?

One of the most com­pelling poten­tial ben­e­fits of AI is its abil­i­ty to cre­ate con­tent quick­ly. And, with Google hav­ing clar­i­fied its stance on AI con­tent, increas­ing num­bers of mar­keters choose to ask AI to help with con­tent cre­ation.

In terms of influ­encer mar­ket­ing, Chat­G­PT believes AI can sup­port brands and influ­encers alike:

Chat­G­PT: “With advanced nat­ur­al lan­guage pro­cess­ing and machine learn­ing algo­rithms, AI can gen­er­ate high-qual­i­ty, per­son­alised con­tent at scale. It can analyse vast amounts of data, includ­ing cus­tomer pref­er­ences, trends, and insights, to craft engag­ing and rel­e­vant con­tent that res­onates with your tar­get audi­ence.”

AI can adapt to dif­fer­ent types of con­tent for­mats, includ­ing blog posts, social media cap­tions, video scripts, and more. 

But, says Jack­son: “It won’t always cre­ate ready-to-pub­lish pieces. You’ll still need humans to improve the out­put, infus­ing your brand voice and mak­ing it yours. But it can give you a sound start­ing point and get you almost to the fin­ish line.”

Can AI help to identify the best channels for your brand?

The ben­e­fits of influ­encer mar­ket­ing are becom­ing wide­ly known, lead­ing brands to cap­i­talise on those ben­e­fits via every chan­nel pos­si­ble. But being every­where, all at once, is exhaust­ing, not to men­tion expen­sive, time-con­sum­ing, and not always effec­tive.

Chat­G­PT pre­dicts that AI will alle­vi­ate the effects of chan­nel pro­lif­er­a­tion to make your social influ­encer mar­ket­ing more impact­ful:

Chat­G­PT: “AI can empow­er you with valu­able con­tent dis­tri­b­u­tion strate­gies. With data-dri­ven ana­lyt­ics and pre­dic­tive algo­rithms, AI can iden­ti­fy the most effec­tive chan­nels and times to reach your audi­ence. It can auto­mat­i­cal­ly seg­ment your audi­ence, tai­lor mes­sages, and even assist in influ­encer selec­tion. AI can uncov­er pat­terns and trends in con­sumer behav­iour, allow­ing you to deliv­er the right con­tent to the right peo­ple at the right time.”

“Every social media chan­nel caters to dif­fer­ent types of users,” says Jack­son. “Dig­i­tal influ­encers who are active on more than one chan­nel might have dif­fer­ent audi­ences on each chan­nel. AI helps brands take these nuances into account when choos­ing where to pro­mote them­selves.”

Can AI help to track influencer performance?

Choos­ing a social influ­encer based on data is one thing; see­ing how that influ­encer deliv­ered for your brand is quite anoth­er. AI can help you to analyse vast amounts of data so you know whether you made the right call.

Chat­G­PT: “AI can analyse user behav­iour, engage­ment met­rics, and con­ver­sion data to help you improve your con­tent strat­e­gy. From A/B test­ing head­lines and images to opti­mis­ing SEO key­words and meta descrip­tions, AI gives you clear ways to fine-tune your con­tent to max­imise its impact and dri­ve mea­sur­able results.”

AI can review data relat­ed to engage­ment, sen­ti­ment, reach, and con­ver­sions as well as com­pare this data to that of com­peti­tors. 

What’s the future of influencer marketing?

“Over­all, Chat­G­PT believes there are plen­ty of oppor­tu­ni­ties to include AI in influ­encer mar­ket­ing,” says Jack­son. “Just as com­put­ers and the inter­net improved the way we worked 20-plus years ago, AI adds a new lay­er of improve­ment to help us do more in less time.”

“It’s about stream­lin­ing process­es, gain­ing more insights, and mak­ing bet­ter deci­sions. But it also requires human cre­ativ­i­ty, good judge­ment, and strong con­nec­tions and rap­port. Klear’s end-to-end plat­form gives you data-dri­ven insights at scale to iden­ti­fy, vet, con­nect with, and track your social influ­encers.”

The last word goes to AI:

Chat­G­PT: “And remem­ber, as a bril­liant con­tent mar­ket­ing strate­gist, you hold the key to har­ness­ing AI’s poten­tial and cre­at­ing excep­tion­al con­tent expe­ri­ences that set your brand apart.”

Learn how to be suc­cess­ful at influ­encer mar­ket­ing:

Artificial intelligence (AI) is a source of fresh ideas and strategies for influencer marketers to consider and test, with tools such as ChatGPT, Dall-E 2, and Flick offering novel ways of approaching marketing.

But what does AI have to say about influencer marketing? Mark Jackson, global marketing director, Klear, asked ChatGPT to predict AI’s potential role and impact on influencer marketing and to envisage how brands can start implementing AI to their advantage. ChatGPT’s answers have been edited for length and clarity.

Experience Klear first-hand.

What is an influencer?