The field of artificial intelligence (AI) is rapidly expanding. From our smartphones to our toasters, to self-driving cars, to smart homes that control the temperature and the lights in our house, we are beginning to gradually turn more decisions over to computers. That scares some people.
It is hard to ignore the fact that AI is evolving quickly and becoming ingrained in our lives. Programmatic advertising online is a space that was driven by empowering computers to make decisions by taking into account enormous amount of data that the human minds could never process.
Influencer marketing is a space which should smartly work upon automation in this fast-pace digital world. Estelle Yafi, project director, Fabernovel questions, "The notion of influence will always stay, but the question is: Who will be the next crop of influencers? Still celebrities and mainstream people? Or will we start to see bots and robots taking their place?" It goes beyond just having an AI interface select which influencers to be worked with and reach out to.
The co-founder and CEO of the audience intelligence platform Spree, Danielle Yanai, says, "We've been able to leverage these capabilities to algorithmically predict what messaging is most likely to resonate and influence certain people," Yanai said. She further said, "In addition, predictive analytics can be used to advise influencers on the topics people care about the most."
It is assumed that emotional marketing may be the future of influencer marketing, where certain emotions are triggered in consumers through sensorial experiences.
"Influencers are already using emotional marketing by showcasing their lives and interests," says Yafi. "The key is to create a unique connection through authenticity and engagement with people."
Having a bot that knows a consumer so well about their likes or dislikes is extremely powerful for brands. It allows them to push the most relevant products and experiences at the right moment.
Sensory technologies, such as voice recognition, could have a major impact. You have to wonder if Alexa and Siri are listening to the customer's conversations to make sure their parent companies know when and what to sell. Speech morphing creates personalized and customizable voices for marketing communications and customer service. People will develop meaningful connections with these voices. It is quite natural that humans will trust voices that invoke positive emotions.
Lastly, this technology has the capacity to revolutionize the influencer marketing landscape.