Tito Ribeiro Explores AI's Impact on Influencer Marketing

Jun. 12, 2024

Creative economy is fundamentally based on human relationships, and that will not change. However, we increasingly need to create narratives that are creative and stand out, generating earned media and emotional connections.

Today, I use artificial intelligence to make my insights tangible when working with content for social media and influencers, and I believe that soon many of the exercises I do will come to life. In "Cyborg Manifesto," Donna Haraway invites us to rethink our relationship with technology and nature, encouraging us to embrace our technological connection and understand our role in a complex and interconnected world.

Generative artificial intelligence is not only improving efficiency but also enriching the quality of insights by generating deeper interpretations and predictions. Estimatives point out that by 2025 90% of the leading companies in Latin America will have implemented some form of generative AI to enhance social data analysis. IDC forecasts significant growth in investment in generative AI solutions, reaching US$143 billion by 2027, with a compound annual growth rate of 73.3% from 2023 to 2027.

The creative industry has always been traditional in the use of new technologies, as seen with the advent of computers and now with the popularization of AI. Tools like Leonardo, Adobe Sensei, DALL-E, and GPT-4 are facilitating processes and expanding creative possibilities. Companies and projects are already reaping the benefits of this integration, showing impressive results and tangible benefits.

However, we need to prepare for the arrival of AGI (artificial general intelligence), which possesses broadly general human cognitive abilities. But, while AGI is yet to arrive, we should encourage a new perspective on artificial intelligence, without fear and with appropriate regulations for its use. Based on extensive research, Tito has prepared three tips below for using AI, especially in the content department and the creative economy.

• Social Learning & Powerful Narratives

The integration of generative AI with social listening tools and influencer strategies is already widely used in the United States and Europe. AI not only improves efficiency and personalization but also ensures that the content aligns with brand values, promoting safer and more effective communication. Companies can develop more informed and data-driven marketing strategies by using AI-generated insights. This includes identifying ideal influencers to collaborate with, based on their audience and the type of content they produce, ensuring partnerships are effective and safe for the brand.

• Big Ideas & Understanding Human Psychology

In turn, influencers can personalize these messages for their specific audiences, making them more impactful. Advanced algorithms can identify and flag any potentially harmful or controversial content, allowing for a swift and effective response. With generative AI, it is possible to create predictive models that personalize communication and offers at an individual level. This means that influencers can tailor their content for different audience segments, increasing relevance and engagement.

• Performance Results & Personalization at Scale

AI can personalize experiences on a scale that would be impossible to do manually. AI algorithms can analyze behavior and preferences to deliver the right message at the right time in order to create highly personalized content that resonates with different audience segments. Brands should create powerful and authentic narratives that deeply resonate with their audience. Then, influencers can amplify these narratives, building an emotional connection with their followers.

Tiago Ribeiro Tito is a distinguished digital marketing executive from Brazil, renowned for his expertise in strategic content, social media, and digital transformation. With nearly 20 years of global experience, Tito has successfully led teams and driven digital innovation across Latin America and Europe. During the COVID-19 pandemic, he dedicated his efforts to the RENAISSANCE PROJECT, providing free consultancy to small businesses to aid their digital transformation.

Tito's international career took off in 2015, with significant roles including Innovation Director at Biederman McCann and Digital Director at WPP Group companies such as VML (Y&R PERU). He has also made a mark as a content strategy manager at ALMAPBBDO (where he recently worked).