In this e-commerce revenue generation, consumers rely increasingly on influencers (backlink) for information and guidance. In fact, as much as 49% of them rely on influencer recommendations when it comes to making a purchasing decision.
One other marketing trend that has become massively popular over the past few years is the use of AI chatbots. Almost 70% of people say they prefer to use these smart algorithms in order to communicate with brands because of their speed and effectiveness.
When we combine AI, chatbots, and influencer marketing, we get a powerful amalgam capable of taking your marketing strategy to the next level.
What Are Chatbots?
In a nutshell, chatbots are computer programmes capable of interacting with people through either textual or auditory methods.
These robots are used in marketing and customer service in order to answer customers’ questions, solve product-related issues, and overall, aid human customer service agents.
However, the trouble with traditional chatbots is that they can only produce predefined phrases and sentences. This means that their use does not extend beyond providing simple feedback and solving minor issues that do not require critical thinking.
However, artificial intelligence (AI) together with its subsets — machine learning and natural language processing — disrupted the chatbot industry and turned once limited, script-based algorithms into AI-powered conversational robots. (EMDASH)
Such chatbots learn from their previous interactions, and they don’t rely on predefined phrases and sentences. Rather, they interact with customers in a flexible and more natural way.
As a result, AI-powered chatbots improve customer experience, thus driving engagement and conversions.
What Is Influencer Marketing?
Influencer marketing refers to the practice of using endorsements and product mentions from individuals who cultivate a loyal and dedicated following on social media. An influencer can be an expert within their niche and have some special knowledge of or insight into a particular subject.
There are different types of influencers: celebrities, industry experts, micro-influencers, content creators and more.
Unlike traditional celebrities, micro-influencers are much more relatable, approachable, and have a relevant reach.
The size of their following is an important factor but bear in mind that in many cases, the impact of micro, or even nano-influencers is more profound than that of a celebrity. This is due to the fact that influencers are perceived as more genuine and authentic.
The Future of Influencer Chatbots
Back in 2016, CoverGirl, a US teen magazine created a chatbot based on the personality of a teenage TV personality and dancer, Kalani Hilliker. This influencer chatbot was hosted on the Kik messenger app which is widely used among the teenage audience.
The idea was to simulate and mimic the personality and language of the young star in order to engage her followers and get them to download CoverGirl coupons.
The results showed that this marketing initiative was a major hit among the target audience, as 91% of its users reported having positive sentiments. The campaign ended up generating 14 times more conversations than the average social media update by Hilliker, leading to a 51% click-through on coupons delivered.
Creating a chatbot that takes after a particular influencer isn’t the only way to leverage the synergy of these two marketing tactics.
Namely, there’s a new trend that can transform the way brands do influencer marketing – AI influencers.
Although these digitally-created and computer-controlled personas have been around since 2016, they only started gaining traction in 2018.
Lil Miquela is one of the most popular AI-powered influencer chatbot, boasting almost 2 million followers on Instagram. She is a digital avatar that looks like an attractive young woman, and many global fashion brands, like Calvin Klein, rushed to include her in their campaigns.
Prada, for example, allowed Lil Miquela to take over its Instagram account. She also appeared on the cover of Vogue and V magazine and did ads with human models. But, that’s not all, as this virtual influencer has interests that aren’t limited to fashion – she supported the Black Lives Matter movement as well.
Why All the Hype and Buzz Around AI-Powered Influencer Chatbots?
The AI-powered influencer chatbot has a lot to offer, beyond its novelty.
Building an AI-powered influencer chatbot allows you to tailor its personality so that it matches your brand. Instead of creating an ordinary and boring chatbot that simply communicates your brand messaging, you can have one that exhibits traits and core values identical to that of your brand.
Given that chatbots can be programmed to talk in a particular manner, you can tweak its slang, accent, and other prosodic features according to how it would appeal to your followers.
Besides that, you have a greater level of control over a virtual influencer’s behaviour. While human influencers almost always demand a certain amount of artistic freedom, their digital counterparts are completely devoid of human interference.
This means that you are in charge of the entire creative process which allows you to make it more aligned to your brand image.
Finally, you don’t have to worry that an AI influencer associated with your brand will spark controversy over a sensitive issue, thus damaging your reputation. Every segment of AI-influencer marketing can be mapped out in detail so that your every move is planned ahead and accurately executed.
Takeaways
Chatbots can collect, process, and analyse huge amounts of customer and market data, and transform them into meaningful insights that you can later use to improve and polish your marketing strategy.
AI-influencer chatbots can do what a chatbot does while engaging in human-like interaction and possessing a conversational nature. As such, they are powerful in terms of analytics and marketing potential.
Chatbots and AI are poised to disrupt and revolutionise the future of influencer marketing. While it’s not very likely that they will render human influencers useless, they’ll definitely usher some big changes to this marketing strategy.
Michael has been working in marketing for almost a decade and has worked with a huge range of clients, which has made him knowledgeable on many different subjects. He has recently rediscovered a passion for writing and hopes to make it a daily habit. You can read more of Michael’s work at Qeedle.
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