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RESEARCH ARTICLE   (Open Access)
Contents Vol 1 (1)

AI's Exceptional Potential to Significantly Improve the Profitability of Social Media Influencer Marketing

Md Zillul Karim1, Reduanul Hasan2, Mohammad Shoeb Abdullah2, Khadiza Tasnim2

+ Author Affiliations

Business & Social Sciences 1 (1) 1-8 https://doi.org/10.25163/business.1110214

Submitted: 22 November 2022 Revised: 10 January 2023  Published: 14 January 2023 

Abstract

Background: This research examines the changing influence of artificial intelligence (AI) technology on marketing with specific attention paid to the influence it has on influencer identification, content curation, and campaign analysis and evaluation. Algorithms under natural language processing (NLP) and machine learning (ML) are rapidly transforming the business world by enabling brands to easily identify suitable influencers through the automation of content customization and ROI computation. Methods: The study takes a qualitative approach by analyzing secondary data such as recent peer-reviewed articles, industry reports, white papers, and others. In addition, several case studies were conducted to assess the application of AI technology in marketing through influencers. Results: The results collected from the interviews highlight that AI tools in general perform far better than traditional systems in almost all areas of influencer marketing. The determined relevancy of target influencers concerning to their audiences increased campaign performance. AI utilized content creation led to better response rates owing to responsiveness to prevailing trends and higher levels of personalization. AI’s real-time learning abilities enables it to alter strategy implementation to achieve the most favorable results within digital ecosystems. Conclusion: AI technology is increasingly becoming an essential element of modern marketing and influencer strategy. Decision-making processes, customized content creation, and effortless influencer profiling can all be automated, enabling AI to forge more meaningful connections between brands and consumers. However, the application of AI does present some difficulties concerning the use and safeguarding of sensitive data, algorithmic bias, and the authenticity of synthetic influencers.

Keywords: Influencer marketing, artificial intelligence, AI integration, social media platforms, influencer selection, campaign optimization.

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