The increasing use of AI tools in product placement and influencer marketing is raising eyebrows within the agency world. While some see the technology as an essential resource to streamline processes and enhance targeting, others are more cautious, raising concerns about authenticity and the human touch in these campaigns.
AI has proven its value in automating aspects of digital marketing, from content generation to audience analysis. In product placement and influencer marketing, it promises more precise targeting and the ability to identify the most suitable influencers for specific brands. AI can analyze vast amounts of data to predict which influencers’ followers are most likely to engage with a product, making the whole process more efficient. However, this potential also brings challenges.
Agencies are divided on whether AI can truly replace the human expertise that often drives successful influencer partnerships. For many, the value of an influencer lies in their authenticity and ability to connect with their audience on a personal level—something AI, no matter how sophisticated, cannot replicate. “There’s an inherent risk that brands could lose the personal connection that makes influencer marketing effective,” one industry expert notes.
At the same time, others argue that AI can complement human decision-making, acting as a tool to provide deeper insights and facilitate more data-driven choices. As the technology continues to evolve, it remains to be seen how agencies will balance automation with the nuanced understanding of human behavior that is essential for successful campaigns.