In recent years, the advent of artificial intelligence (AI) has revolutionized various sectors, and the field of influencer marketing is no exception. As we witness the transformative power of AI, it becomes imperative for players in the communications and influencer marketing sector to explore the nuances and possibilities it introduces into the dynamic digital marketing landscape.

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The Emergence of Artificial Influencers

In the age of artificial intelligence, we're seeing the emergence of virtual influencers, AI-generated personas that are gaining increasing popularity in the influencer arena. One notable example is Miquela, who has entered the world of social networking and influencer marketing. Miquela is created to resemble a young Generation Z woman, sporting detailed facial features and a realistic appearance, with short, colorful hair, trendy clothes and eye-catching accessories. She has established partnerships with several fashion and beauty brands, becoming a renowned virtual ambassador, notably with Calvin Klein and Youtube Music at the Coachella festival.

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Highly engaging artificial influencers

Brands are increasingly exploiting this type of AI influencer for their campaigns, capitalizing on the novelty and intrigue they generate. This approach seems attractive to brands, as AI influencers boast engagement rates almost three times higher than real influencers, particularly with Millennials (young people aged 25 to 35), an often hard-to-reach target. What's more, since these artificial intelligences are under constant control, brands no longer have to worry about potential bad buzz, as virtual influencers are available 24 hours a day and can respond instantly to their requests.

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Artificial influencers highly controversial in the public eye

However, public opinion represents one of the major drawbacks. A 2018 study by Ask Suzy reveals that 6 out of 10 consumers have a negative perception of these artificial influencers. What's more, French distrust of AI, illustrated by a 24% rate linked to the risk of malicious use of the technology, is leading to a significant loss of subscribers for these virtual influencers, with regression already estimated at 57%.

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‍CombiningInfluencers and AI Influencers for a high-impact campaign?

‍Toconclude, while the integration of AI into influencer marketing offers undeniable benefits, it raises questions about authenticity. Despite the realistic qualities of AI influencers, they lack the authentic human touch that resonates with audiences. As we navigate this intersection of technology and influence, it's crucial to recognize that the authenticity and trust established by human connections remains unmatched.

Brands should consider striking a balance, integrating AI as a tool while maintaining a core of authentic influencers to establish a deeper connection with their audience. 

In a world awash with digital experiences, the personal touch of a true influencer is what continues to capture the hearts and minds of consumers, fostering genuine trust and, ultimately, stimulating meaningful interaction and conversions.