Powering Influencer Marketing with Artificial Intelligence (AI)

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AI is everywhere.

It is changing business dynamics, and as it was predicted before the year started, machine learning is dominating the conversation in the marketing and advertising industry.

As AI continues its journey into the mainstream arena – at Open Influence – we reaffirm our practice.

[ Read: Open Influence talks AI at Amazon’s AWS reinvent].

Artificial Intelligence has been at the forefront of our influencer marketing campaigns. It has been an incredibly useful tool to grow its efficacy and solve some of the challenges of the industry.

Here are some examples of how we are using AI to power influencer marketing:

  • Search:

    This is what happens on the Internet in 60 seconds.

    Cutting through the digital clutter to find relevant content creators wouldn’t be possible without AI. The amount of data produced exceeds the limited human processing capacity.

    Fundamentally, Artificial Intelligence is what has enabled marketers to leverage the power of digital word-of-mouth at scale.

  • Contextual relevance:

    In this day and age, users want to see ads that are relevant to them in an uninterrupted environment. Contextual relevance is extremely important when finding the perfect influencer match for brands. Content is always first. By using AI-based image recognition systems, we can have an accurate visual analysis of millions of data points that will help us determine which influencers have the highest probability of driving the most engagement when they talk about a product or similar products.

  • Fraud detection:

    As any other industry, influencer marketing has opportunities as well as some challenges. Influencer marketing fraud is a reality we can’t ignore. AI has given us the tools to combat this growing concern and helped us develop mechanisms to ensure truth and transparency. With this, we can identify which influencers can be considered high risk due to suspicious activity. As artificial intelligence (AI) continues to evolve, so will the effectiveness of our business.

“At Openinfluence, AI and Machine Learning have become the backbone of our technology. With data points into the tens of billions, we’ve built some of the most sophisticated algorithms in this industry to re-define what an influencer is. Data points such as follower count and audience demographics have become a commodity in our industry. Those are table stakes,” said Micky Dionisio, Chief Technology Officer.

“What we do well that many competitors fall short: analyze and predict. We index massive amounts data daily, across various social platforms in order to help brands have a 360-view and make strategic decisions. For example we can help them predict which influencers may be difficult to work with (remember that managing talent is very much a part of the influencer marketing space!) That’s the beauty of AI.  We keep discovering patterns that you may not even realize are there until you give a deep look.”