By Jonathan Baker and Shannon Duer, EGC’s Senior Social Media Manager(Contributor: Christina Botte, EGC’s Director of Social Media) Technology advances so quickly that an update reported yesterday may be obsolete tomorrow. This is especially true for artificial intelligence (AI). Despite the fast-paced evolution and benefits that have resulted from AI, it still can’t do everything. (Or, rather, there are some tasks best left to ‘the human touch.’) First, let’s look at how all things digital connect… Connections Have you ever wondered how so many digital advances have connected in a relatively brief time? Online shopping, social media, influencers and creators, and yes, artificial intelligence (AI), have changed how we live, shop, and connect. As far as how each one connects is concerned… Stores and Social Online stores and the variety of social media platforms have taken the convenience of, respectively, shopping and connecting with family to new heights. Today, shopping and socializing can be conducted from the comfort of home or from another part of the world. Additionally, crossovers have evolved: Select social media sites have developed their own online stores. One such example is the successful TikTok Shop. Social media and online stores have contributed to the rise of… Influencers and Creators Influencer and creator marketing has taken the world by storm. The word ‘celebrity,’ was once reserved for movie stars and pop singers. Popular influencers and creators who have thousands (if not millions) of fans have become top celebrities of today. Thanks to this digital (but personal) marketing strategy, brands and businesses have gained visibility (and customers) that were not possible in the ‘pre-digital’ age. Now, let’s look at an example of online shopping, social media, influencer and creator marketing, and AI are connecting. The Connections Behind a Rising Trend Slowly but surely, businesses are increasingly leveraging AI-generated influencers to promote their products and services. The reason? To save money, of course. Check out this post from TikTok Shop. An online fashion store promotes a floral print dress. Pay close attention to the model. Despite the disclaimer that the video is AI-generated, even viewers who are not technologically savvy can see how its quality leaves a lot to be desired. The dialog is not coordinated with the AI-created model’s lips, and ‘she’ does not register as a human being. Yes, this tactic is cost-effective, but the online store risks losing sales by viewers who may be put off by ‘the AI vibe.’ And that it was promoted on TikTok Shop is significant… TikTok Shop: Keeping it Real Shannon Duer, Senior Social Media Manager at EGC, explains the appeal of TikTok Shop: TikTok Shop works because real people give real reviews, especially in categories like clothing where shoppers want to see how products look on real bodies. It helps them better visualize how an item might look on themselves before buying. When brands swap human creators for AI influencers, the product “review” becomes a scripted commercial. Take away the human touch, and you lose the authenticity and trust in the product. Bottom line: Despite its sophisticated technology, AI is far from perfect, and in cases like this, its flaws are very visible. Yes, AI is a wonder, but despite its many benefits, it still can’t do everything. The Human Touch Wins Out If brands and businesses want to attract flesh-and-blood customers to their products and services, they would do well to make the investment in flesh-and-blood content influencers and creators. This is a rule that EGC believes in and practices, as evidenced by the Creator Engagement Network. Through this service, brands and businesses are fittingly matched with influencers or creators who will effectively deliver messaging and drive impact to the right target audiences. Care to know more about how we can help your brand reach greater visibility? Contact us to learn how. Our expertise in online marketing, social media, creator and influencer marketing—all complemented by selective and responsible use of AI—will boost your brand’s presence. Oh, if you have not read this EGC blog from last week, discover how a human content creator’s jingle transformed into a catchy campaign for soft drink Dr. Pepper.
