The full force of AI’s impact on social media can no longer be denied. European fast-fashion giant H&Mannounced it’s skipping IRL photoshoots in favour of renting out their favourite models’ digital ‘twins’. The only real thing in this summer’s campaign ads is the clothing — the rest is pixels. Photographers, makeup artists, hair stylists, lighting engineers? Who needs ‘em when you’ve got a bot to do all the work?
REAL PEOPLE, REAL OPINIONS, REAL OPPORTUNITIES FOR INFLUENCE MARKETING
Meta is ramping up its integration of AI bot profiles and interaction features across itsfamily of apps,which includes Messenger, WhatsApp, Facebook, and Instagram. The move — matched by a flood of AI integration news from YouTube, TikTok, et al — rings in a seismic shift as artificial intelligence is increasingly integrated into platforms, content creation, and advertising strategies.
In my view, the rapid proliferation of AI-generated content marks a turning point for influencer marketing, fundamentally reshaping its strategic significance. Sure, we can now instantly produce synthetic content in countless variations, but this often results in generic material that fails to stick the landing when it comes to driving brand impact.
And let’s not kid ourselves — audiences naturally gravitate towards real people with relatable experiences, genuine opinions, and meaningful relationships. Human influencers, through their personal narratives and distinct creative voices, cultivate communities where trust serves as a valuable currency in a marketplace increasingly saturated with algorithmic uniformity.
Influencer marketing, therefore, gains renewed prominence precisely because it works best when it’s grounded in authenticity, human connection, and trust—qualities inherently resistant to commodification by AI. In this synthetic era, successful influencer marketing hinges on deeper collaboration and relationship-building between brands and creators.
— Jeanette
CONTENT WITH A CONTRACT : CGA RIDER ALIGNS THE US WITH EUROPE'S RESPONSIBLE INFLUENCE PUSH
The Creators Guild of America (CGA) has released the CGA Rider, a legal document designed to protect digital content creators by standardising contract terms with brands and agencies.
The legally binding document addresses content ownership, timely payments, revision rights, and prohibits the use of creators' work for training AI. It can be appended by CGA members to agreements between creators, brands and agencies.
“Creators are often at a crippling disadvantage when it comes to negotiating the terms of their work,” said CGA Founder and President Daniel Abas in a statement. “We created the CGA Rider to start to level the playing field.”
The introduction of the CGA Rider mirrors European efforts to regulate and support the growing influencer marketing sector. Industry groups such as France’s UMICC, the UK’s IMTB and Germany’s BVIMhave led efforts to standardise practices and inject greater transparency and responsibility into the industry.
The trend is set to continue, with the European Commission moving to create a Digital Fairness Act to tackle problematic practices by social media influencers.
— Sophie
SHIFTING FROM CAMPAIGN TACTICS TO INTEGRATED MARKETING ARCHITECTURE
Times are changing. More brands are taking a sophisticated, data-driven approach to influencer marketing. From defining a comprehensive strategy that integrates technology and leverages cross-functional expertise, to applying nuanced measurement frameworks to maximise impact across the entire marketing ecosystem, brands are integrating influence as a core pillar for driving growth.
DTC companies demonstrate this integration by positioning influencer marketing on par with Google and Meta ads for customer acquisition. Their success stems from three distinct advantages:
🧡Influencer-driven leads show demonstrably lower churn rates and higher lifetime value because audiences gain better product understanding through creator content.
💚As traditional platforms become increasingly unpredictable with fluctuating CPMs and algorithm changes, influence marketing offers more stable and predictable costs through direct creator relationships.
💙Influence provides greater audience targeting precision, which is particularly valuable for reaching specific demographic segments with authentic messaging.
Show me the money Elon. European regulators may fine X $1bn for breaching a landmark law against illicit content and disinformation.
Twitch emerges as digital safe haven for creators amid platform content moderation divide.
Bringing back the bush, Barber style! Or. How to launch an influencer beauty brand.
Just whipped up some Tralalero Tralala Shark. Ingredients: bizarre animals combined with fruit, household objects, sprinkle in military weaponry paired with humorous Italian narrations. Et voilà!
Prashant or Croissant? 🤷In any case, use your words…
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ABOUT THE AUTHORS:
Jeanette Okwu is Founder and CEO of influence & brand ambassador marketing agency BEYONDinfluence. Jeanette has long championed social and emerging technologies, including AI, and has a track record of building and implementing effective integrated marketing and communication initiatives by putting data and storytelling front and center. She is an Executive Board Member of the German Influencer Marketing Council BVIM e.V. and host of the successful German podcast Influence By Design.
Sophie Douezis a journalist at Kolsquare covering the European Influencer Marketing Industry. She has extensive experience in B2B, news and political reporting in France, Switzerland and Australia, and is confused as to why she gets transfixed by carpet cleaning videos on Instagram.
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