The Integration Of AI & Web 3.0 Into Influencer Marketing

Artificial intelligence in influencer marketing has the potential to help uncover efficient marketing channels of influence, writes Sumit Gupta

In recent years, influencer marketing has become a popular marketing strategy, with considerable brands leveraging the power of social media influencers to promote their product and service by providing quality content on social media platforms. However, the rise of new-age technologies and internet penetration created new gateways; in this scenario, brands are cooperating with social media influencers to reach a specific audience on a wide scale. In this context, the usage of AI and Web 3.0 across industries has increased. And in modern-day, one of the most innovative and newest ways to use AI in this digitally driven era is implementing AI in influencer marketing.

Regarding new-age technology, AI refers to computer systems that can perform tasks usually requiring human intelligence, such as visual perception, speech recognition, or decision-making. In contrast, Web 3.0 refers to an evolution in internet technology that enables users' data privacy while allowing them complete control over their personal information through decentralised networks. In fact, according to a recent Deloitte survey, more than 50 per cent of firms intend to implement AI and automation technologies by 2023, and influencer marketing is no exception. Artificial intelligence in influencer marketing has the potential to help uncover efficient marketing channels of influence. As influencer marketing becomes more mainstream, technology will undoubtedly aid the industries when entered into a new growth phase.

Integration of Technology in Influencer Marketing

Influencer marketing is no longer a novel notion. It has become a type of promotion that relies on word-of-mouth marketing from a known and credible source. With more individuals, be they millennials or Gen Z, turning to online media and forsaking their television sets, it is excellent news for marketers targeting a niche demographic, as these channels are easily accessible. Traditionally, technology has only been used to enhance picture qualities and design brand logos. However, with rapid innovation and advancement, new-age technologies such as Artificial Intelligence (AI) and Web 3.0 have generated opportunities for creators and influencers, ranging from star appearances at public events to average individuals earning their social media accounts through dynamic content production and sharing.

Web integration is expected to be more disruptive and experimental in potentially increasing data security, scalability, and privacy. One of the pillars of such disruption will be artificial intelligence (AI). Consequently, with the growth of new technologies, AI will assist the new web in driving a more intelligent environment that anticipates customer requirements. For instance, many organisations utilise Chatbots with AI and machine learning skills to enhance the client experience. As a result, the amalgamation of these technologies is predicted to attain a more deregulated future, transforming how we live and function. Integrating artificial intelligence and Web 3.0 into influencer marketing is becoming more advanced and accessible, providing multiple benefits listed below.

Increased efficiency: AI and Web 3.0 can help you be more efficient, from automating tedious tasks like data entry to making the most of your time using tools that simultaneously give you an overview of all your campaigns.

Increased Quality: Artificial intelligence in influencer marketing has made it easier for brands to find relevant influencers and negotiate with them based on their performance metrics rather than just their follower count or engagement rate alone (which can be misleading).

Cost Savings: By using AI and Web 3.0 technologies in your influencer marketing campaigns, you'll be able to cut down costs by eliminating the need for human resources such as account managers or PR firms who would otherwise needlessly charge high fees for their services

Artificial Intelligence: A New-Age Technology

Artificial intelligence can assist businesses with influencer marketing by selecting the most effective and right influencers for their campaigns. AI can help you find the right influencers based on their affinity with your brand, interests, and demographics. By evaluating data about the interests and behaviors of an influencer's audience, AI can allow you to send personalized messages and create more relevant and engaging content based on individual preferences, for instance, if they prefer video content or written content.

Brands can also use AI-powered solutions to monitor influencer effectiveness across several platforms, track engagement rates, and anticipate campaign success based on previous data. This may save businesses time and money while increasing their initiatives' effectiveness. In addition, artificial intelligence in influencer marketing can detect fraudulent engagement and fake influencers, anticipate and calculate campaign ROI, and even select the ideal content for each influencer campaign. Consequently, it fosters increased engagement, thereby creating a mutually advantageous environment for both influencers and companies involved.

Web 3.0: The Third Phase of the Internet

In the ever-evolving landscape of the internet, we have witnessed the emergence of Web 1.0, characterized by static websites and limited user interaction, followed by the interactive Web 2.0 era, where social media and user-generated content revolutionised online experiences. Now, as we step into the era of Web 3.0, we find ourselves amidst a transformative wave, where the internet becomes more decentralised, immersive, and interconnected, shaping the way we interact, transact, and navigate the digital realm. Progress in the third phase of the internet (Web 3.0) is poised to cause upheaval in various industries. Therefore, Web 3.0 is seen as the internet's future, and marketers worldwide are preparing for the anticipated changes. In this context, Web 3.0 technology, which employs blockchain, can increase transparency in influencer marketing. With the help of this technology, brands and influencers can measure and verify engagement rates, views, and other information via a decentralised network.

Furthermore, it will also assist in decreasing fraud and building trust among businesses, influencers, and their audiences. Additionally, Web 3.0 technology can support cryptocurrencies-based micropayments, enabling influencers to directly monetise their content without depending on ad income or sponsorships. Also, this might lead to a more sustainable and decentralized model of influencer marketing in which influencers have greater control over their content and rewards.

The Future of AI and Web 3.0 in Influencer Marketing

There is no denying the fact that the future of AI and Web 3.0 in influencer marketing will be enhanced automation, personalization, and precise targeting. Marketers will be able to automate many processes that people previously did manually by incorporating artificial intelligence into their marketing mix. This allows them to devote more time to higher-value activities such as strategic planning or brainstorming meetings with their employees. Furthermore, marketers can employ AI-powered technologies like chatbots or virtual assistants to automate regular chores like customer care inquiries or lead generation campaigns. In addition, it entitles them to focus on broader context goals like growing brand recognition or sales conversion rates. As a result, the future of influencer marketing will rise together with AI algorithms, and if you and your brand are not using the power of the internet as well as AI tools in influencer marketing, now is the time to start.

(Sumit Gupta is the Founder of Viral Pitch)

Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house. Unless otherwise noted, the author is writing in his/her personal capacity. They are not intended and should not be thought to represent official ideas, attitudes, or policies of any agency or institution.