AI-Powered Influencers Aid Vodafone in Narrating Brand Tales
In the ever-evolving world of digital marketing, Vodafone Germany has taken a bold step by utilising an AI-generated influencer in a TikTok campaign. This move marks a more focused evolution in the use of artificial intelligence in online marketing, mirroring a trend that is increasingly normalising across various industries.
The campaign, promoting high-speed home internet and a €120 cashback offer, featured an AI influencer named [not specified]. The synthetic persona, designed to capture attention and spark conversation, surpassed two million views across three videos, signalling a strong engagement in such an experimental format.
Vodafone is not alone in this venture. Brands like BMW, Calvin Klein, Prada, Samsung, YouTube, Balmain, and many others have also embraced AI influencers in their digital marketing strategies. The global AI influencer market is projected to be worth approximately $7 billion in 2024, a testament to the growing acceptance and adoption of this technology.
However, the use of AI influencers raises questions about authenticity and consumer trust. Only 23% of consumers trust how generative AI is used on social media, and 46% of adults feel uncomfortable with brands using AI influencers. Navigating this landscape requires addressing these concerns and disclosing AI use clearly.
Interestingly, Gen Z is 46% more open to AI influencers compared to other generations, aligning with the digital preferences of this demographic. AI personas offer brands consistency, cost advantages, and scalability, as they allow for precise messaging and full creative control, planning messaging down to the smallest gesture without improvisation or unpredictable influencer behavior.
The use of AI influencers in advertising is a reflection of the increasing normalisation of AI in marketing. In 2024, Vodafone released a fully AI-generated commercial called The Rhythm of Life, composed entirely of generative images. However, the campaign sparked debate on transparency, with users calling out the lack of lived experience and authenticity in virtual personas.
As brands continue to explore the possibilities of AI influencer marketing, it is crucial to address these concerns transparently. With 63% of marketing professionals planning to integrate AI/ML in influencer strategies, the future of influencer marketing is poised to be both virtual and visceral, if executed with care.
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