With all its benefits and advantages, influencer marketing brings many issues to the table, too. Last year, two-thirds of brands encountered influencer fraud. Predicting accurate results and properly analyzing metrics doesn't always succeed. Some suggest that these and many similar problems in the influencer marketing world can be solved with the integration of AI - artificial intelligence - and machine learning. How?
Well, here are five ways AI could be valuable in influencer marketing.
Future performance prediction
Brands can benefit significantly from using AI to predict how well a given influencer will perform. Sure, data analytics are done now as well. Still, AI's use of NPL (natural language processing) could indicate, "without errors," whether or not the chosen influencer and their campaign will meet the brand's objectives.
Imagine a world where violations of contract terms are predicted and prevented before they happen. Cool, right? Well, okay, to be fair, there are algorithms and automated notices available for that purpose currently. But AI has the potential of taking it to the next level by automating the entire contract signing process and predicting infringements before they happen!
Visuals across the net
Visual analysis across platforms of any and every image that contains a given brand is possible thanks to AI. And we're not simply talking about the photos of the brand's products and services, but images of competitors, relevant themes, as well as comprehensive reports for matching.
Instant comparisons and better brand matching
One of the absolute best things about AI is its instant access to tens of millions of data. That data enables it to compare metrics and content of influencers and give marketers insight into which creators will fit best for each brand! Utilizing AI's capabilities in data sorting and analytics would revolutionize brand matching in terms of time optimization and expected outcomes.
Accurate ROI prediction
Accessing virtually all available data, AI can calculate an influencer's ROI from different angles. Collaborating with creators is complicated in terms of all the factors marketers must consider - content, seasonal campaigns, engagement, authentic metrics, previous collaborations with brands and their success, benchmarks, etc. AI will save lots of time and give accurate calculations.
An important side notes: AI is evolving as we speak, and it's not a readymade system or a genie in a bottle that will give 100% accurate results 100% of the time. But AI is indeed in the works to provide better results, and with each following case, the algorithms will be more accurate and, well, intelligent!
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