The Rising Growth Of AI
Artificial intelligence (AI) is fine-tuning the way we search, create, and communicate. As AI continues to advance, we expect to see a shift in how influencer marketing will be advanced through AI. Language models like ChatGPT and Jasper AI have been developed to promote discovery through conversation and produce human-like responses to queries posed. Both models are used for natural language processing and content creation, but AI is not limited to language models: similar tools are being offered to generate art and design.
Engineered to complement the creative process, AI is not intended as a replacement for human production. Developed by people, AI is not a threat to humans but a supplement to their lives. With the advent of AI, many brands, agencies, and content creators will likely leverage it for more menial tasks. AI lacks the emotional intelligence to fully engage in the creative process, but it can certainly enhance a creator’s process. And yes, the cover image for this piece is AI generated.
Let’s explore how AI may help or hinder content creation.
Sense Without Sentience
While the threat of a Blade Runner-type takeover is sparking outcry amongst artists, AI is not a living, breathing, crying machine. It’s just a machine. Cognitive computing cannot replace human intelligence: it exists because of human intelligence. AI may be creating jobs for programmers in the tech sector, but it is threatening workers in the creative sector who lack an understanding of its function. Rather than worry over the rise of AI, we must remember that, unlike us, AI cannot worry as it is not sentient. The moment AI worries is when we should worry. Until then, utilize AI to alleviate worries surrounding writer’s block and working around the clock.
Progress Isn’t Perfect
Although AI is powered by a neural network that seems to be more powerful than our brains at times—it is not. As advanced as it may seem, AI remains underdeveloped in many areas. ChatGPT may have passed the US Medical Licensing Exam, but its knowledge base is limited to around 2021. Even then, much of the information presented may be erroneous or biased. Simply because ChatGPT simplifies the creation process does not mean we are to blindly rely on the data it provides. To maintain and assert autonomy as people, we must question the source and supplement the supplement with our conscious awareness.
AI for Text
With less time spent captioning social media posts and writing online copy, language models like ChatGPT present an opportunity for brands to create more cost-effective content. These tools are a great complement to the creative process but must be used with caution. Language serves a connective purpose in addition to a communicative one. AI-generated text may communicate what is needed with varying degrees of accuracy, but it lacks the context to be able to do so authentically and in a manner that connects human to human. It is a wonderful starting point to catalyze the creative process and even furnish some of the text. However, it is not a substitute for human-crafted language and the imperfect rhythm that brings it to life beat by beat.
The functionality of AI gives it a competitive edge over the propensity for human error. Jasper AI can create templated text for various purposes in a variety of languages whilst maintaining proper grammar and optimizing text for organic usage. Such technology could greatly benefit content creators who rely on sponsored spots for income. Many YouTubers, for example, outsource writing to produce scripts for brands that sponsor them. These scripts are intended to educate the YouTuber’s viewership about a product or service and are concluded with a call to action. By deferring these tasks to AI, content creators can feel supported without having to pay for support.
ChatGPT has been maintaining a status of virality on TikTok this past month as students are using it to write papers, job prospects are using it to create resumes and cover letters, and writers are using it to create online articles with ease.
AI for Graphics and Images
AI integration is on the rise because it facilities workflow and maximizes output. Not only is it more budget-friendly, but it is also less time-consuming for brands and designers. Graphic design is an integral part of marketing, whether it be as rudimentary as a text overlay on photos or as complex as a 3-D animation that moves viewers with motion graphics. Programs like Sensei go beyond basic design to make decisions for marketers, decisions based on data—not guesswork. The use of AI for graphics means marketers don’t need to have a background in design or the arts to produce engaging assets. It also means designers can defer to AI for more basic tasks. As impressive and supportive as this may be, it is not a substitute for the creative soul.
Not only did we use AI to generate over 100 different cover images for this blog, but there are also AI based social media accounts that are being created. Below is an example of an Instagram account that is completely AI generated, created by word prompts that describe Ailice’s look, tone, and personality.
Meet Instagram Model Ailice.
She’s not like all the other IG models.
She’s 100% AI generated. She posts pictures of herself everyday, but she doesn’t exist in the physical world.
Would you know she wasn’t real if she came up on your feed? pic.twitter.com/rOkwd7jnl7
— Zain Kahn (@heykahn) February 20, 2023
AI for Influencer Marketing
AI may be doing the heavy lifting, but people are still pressing the buttons. It may be pressing some proverbial buttons with its programmed responses, but AI is no match for people’s ability to influence one another. AI is a robotic source of creativity and not a chaotic exploration of artistic intelligence. AI is to be used as a tool to foster the creative process, not eradicate the need for human talent and touch. With no one behind the screen, technology remains inanimate. It remains up to us to use it as we see fit and as it benefits the collective. But, AI is not brand new in influencer marketing. In 2016, Lil Miquela was the first computer-generated influencer to rise to stardom. Her page has grown to over 2.8 million followers and she has been one of the faces of Pacsun’s influencer campaigns in 2022
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Brands and creators looking to collaborate with AI can do so at their leisure and discretion. Brands and Creators looking to collaborate with each other can do so on Glewee, the fastest-growing creator marketing platform.