Australia's influencer marketing leaders lay out how they are using AI to scale their operations
AI technology is already being used to drive efficiencies and deliver better campaign outcomes and insights across Australia's influencer marketing sector.
That was the main finding from Thursday's AiMCO AI and influencer marketing panel, which saw Social Soup's Sharyn Smith, Hypetap's Bryce Coombe and Fabulate's Nathan Powell (Disclosure*) sit down to discuss how they were each using the technology in their businesses.
What they said: Fabulate's Chief Product and Strategy Officer Powell told the room that the platform had begun integrating AI as a brand safety tool, but that the product had since rapidly evolved.
"This project started for us as a project called 'red flag, green flag'... basically what we realised you could do is use AI as a brand safety tool," said Powell in reference to the launch last year of its SparQ AI tool. "We have also then, based on feedback from customers, given them the opportunity to scan up to 100,000 logos and identify them in content. We have then seen that technology used to scan a creator's entire catalogue (of content) to check for competitor logos etc."
Nathan Powell
Social Soup CEO Smith said that her company had found ways to integrate AI to help identify what content would perform well.
"What AI has allowed us to do is scale our industry," said Smith, who noted that her agency often dealt with microinfluencers and needed to assess what content would perform well on platforms.
"When you have hundreds of pieces of content you need to be able to assess what is going to perform... now obviously Meta and TikTok have their products, in terms of dynamic AB testing. We embarked on a journey looking at how we can use the technology to partner with a company we found in the US that had already analysed (a significant amount) of user generated content and they could look at what was performing across different categories and across different audience segments."
Sharyn Smith
Bryce Coombe told the room that HypeTap was using AI technology to help its response to briefs and develop solutions.
"We use AI in a variety of ways," said Coombe. "Yes, we use (AI) to benchmark performance, but one thing we are finding is that it is helping customers become more engaged than they ever have been before. What are those (client) questions? How do you cluster a group of questions? How do you understand and assess in a much more nuanced way so we can respond?"
Where next for AI: Powell noted that Fabulate was now looking at how AI could help build equivalent measurement tools for the creator economy, similar to those used in other media
The Fabulate Product boss told the room, amid a rapidly changing media landscape: "short-form video is the closest replacement for television... so what we started doing is taking a campaign with say 100 influencers and breaking down, through AI, their deduplicated reach and frequency."
"We need to start to talk the language of other industries and bridge that gap. We as an industry need to talk metrics that connect to sales and outcomes."
Sarah Fischer Letts Head of Content Solutions & Influencer Marketing at TotallyAwesome has also done here own video Linkedin wrap on the AiMCO AI panel watch it below.
Interested in a twice weekly snapshot on the latest happenings across the Australian Creator Economy? Click here and hit subscribe.
*Note: Fabulate is the sponsor of this newsletter. The author also consults to them on PR and communications (Disclosure).
