A long way to go for AI influencers
AI influencers are new tools in marketing. Brands are exploring how they can use AI-generated personas versus human influencers. A new study shows that just 15% of members of the World Federation of Advertisers (WFA) have tested AI influencers and 60% have no plans to. Consumer trust is a big question.
“While there is a strong appeal in terms of cost efficiencies (77%), reduced risk of influencer scandals (58%) and scalability (58%), 96% also cite concerns around consumer trust and acceptance, with issues around authenticity (73%) and potential brand reputation risks (58%) also weighing heavily on marketers’ minds”, the WFA says in a report.
22% have internal guidelines on the use of AI influencers, according to the report.
AI influencers are most likely to be launched in Asia-Pacific. The region (excluding China) is expected to be the testing ground for 67% with China 56%. This compares with 44% for North America and 33% for both Europe and Latin America, the report shows.
“Technology is asking marketers lots of challenging questions and while the use of AI influencers might seem appealing, as with so much of the AI opportunity there are a series of risks and rewards to be balanced out by brands to ensure they don’t breach consumer trust as well as regulations around the world,” said Gabrielle Robitaille, WFA Director of Policy.
The organisation has also published six top risks for using Generative AI in marketing:
- Loss of control over your brands’ IP and data input into GenAI tools by your staff, agency staff and other suppliers. Inputting data into an AI tool could mean it can be accessible to a wider audience.
- Breach of third-party IP rights or confidentiality by inputting third-party IP or data into a GenAI tool without necessary permissions. Inputting insights into GenAI tools, for example, can expose brands to being in breach of their agreements with third-party providers.
- Generating brand outputs that inadvertently infringe third-party IP rights. Images created by AI tools could, for example, closely resemble existing copyrighted or trademarked designs, leaving the brand open to legal action even if the resemblance was unintentional.
- Lack of ownership or exclusive rights over IP in- and outputs created by GenAI tools. Rights to ownership of these brand assets might not be exclusive allowing other companies to use them in their own communications.
- Third-party AI-generated fraudulent ads impersonating your brand in paid media. Brands can be put at reputational harm where GenAI is used to create me-too advertising that mimics logos and style. Such efforts often promote fake sales and direct consumers to counterfeit websites, damaging trust in legitimate brands.
- Third-party organic content impersonating your brand. We’ve seen examples of AI-generated videos that “feature” celebrities and make claims about brands. When these spread on social media there can be a public backlash damaging the brand, alienating part of its customer base and forcing the brand to conduct damage control and clarify false claims.
An earlier report has shown that 66% of brands state that legal challenges continue to be the main barrier to GenAI adoption, with 77% claiming they are most concerned about intellectual property (IP) and copyright risks.
WFA members were particularly concerned about using AI-generated content in marketing assets, with just 40% of those adopting GenAI today using AI-generated content in user-facing marketing communications.
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