Mumbai: With the progressive development in Artificial Intelligence,  the ever evolving faction of Influencer Marketing has seen revolutionary changes, and for the better.  In the past,  the concept of influencer marketing  would be more inclined towards directly promoting the product via mainstream influencers (mainly celebrities). The idea then was to push the sales capacity of the intended product or service by targeting  the majority. For example, the old posters for Lux Body Wash where Hema Malini played a major role in promoting the product appealing to the bollywood fanatics.  

While the importance of building a strong following and loyalty within the audience was always recognized by the brands, the concept was not quite valued until recently. This is where we witnessed a major shift in the influencer marketing segment which would now focus holistically on building connection and loyalty amongst the consumers for the brands. Ironically, we always run after counting the number of impressions on a post, however, we often forget if that post has made a significant impression on the viewers or not. 

 While AI has always been an integral part of the tech world, the mainstream audiences were unaware about its utility until recently when ChatGPT allowed us the exposure to AI. In my opinion AI can benefit influencer marketing by providing vast amounts of data and information. In many cases, the automation achieved by AI makes things much faster and efficient. When used correctly, the right AI tools can help us - 

1. Identify and tap into the right influencers

2. Analyse and produce relevant content and trends 

3. Provide unfiltered insights which are 100% accurate

One popular example is Kyra - India's first influencer on the metaverse that exemplifies innovation at its best. Apart from this, one of the best features of AI in influencer marketing is mass accounting. Moreover, with the introduction of AI, the hassle of accounting and generating invoices has been resolved.  As I mentioned before, AI is the future and we can see numerous brands already set to bring a change, the concept is new so it's yet to penetrate completely. 

Deviating from a monotonous approach, we at Django have adopted a dynamic solution system that adapts to the evolving needs of the industry every step of the way. We’re stoked to welcome change and are always open to learning by exploring and experimenting. However, the most precious element is CREATIVITY which is always a constant. We have been in touch with few of the most popular AI and Metaverse vendors to build the unconventional. In the future, we expect flawless execution in influencer marketing, combining creativity complimented by the efficiency that Artificial Intelligence serves.

The author of this article is Django Digital co-founder Shivang Shah.