AI and Influencer Marketing: Redefining the Future of Social Media Marketing in Industry 6.0

AI and Influencer Marketing: Redefining the Future of Social Media Marketing in Industry 6.0

Manjit Kour, Rajinder Kour
Copyright: © 2024 |Pages: 17
DOI: 10.4018/979-8-3693-3108-8.ch007
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Abstract

Numerous sectors have been transformed by artificial intelligence (AI), and marketing is no exception. The rise of artificial intelligence (AI) influencers, or virtual people powered by cutting-edge AI algorithms, is one of the newest trends in marketing. These AI influencers are upending conventional marketing approaches and changing how firms interact with their target markets. AI influencers have developed into valuable marketing tools for companies looking to engage customers in a social environment thanks to their increased personalisation, expanded reach, and affordability. The world of social media marketing has been significantly altered by AI and influencer marketing, and this trend is expected to continue. This study examines how AI influencers are revolutionising brand promotion, reshaping the marketing environment, and creating a new industry in this chapter.
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2. Review Of Literature

Artificial intelligence influencers are fictional characters produced by deep learning and AI systems (Sookkaew & Saephoo, 2021). These social personas are created to look like actual people and have different personalities, which helps them connect with their target audience. An artificial intelligence (AI) influencer may interact with consumers on social media platforms, sharing content and endorsing brands thanks to its sophisticated picture and natural language processing abilities (Yang et al., 2019).

According to Nielsen's India Internet Report 2023, social networking has led to a revolution in social marketing, with over 700 million active internet users in India (Nielsen, 2023). In today's world, people use social media and the internet, and social marketing has taken over as the most popular form of advertising for companies. Organizations are now able to target their messages to a wider audience thanks to intelligence across numerous variables.

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