We are now officially in a time where AI in marketing and advertising activities is leading the way. Today, the way brands are connecting with audiences is evolving at an unprecedented pace. Within the gamut of options, influencer marketing and live commerce are two of the most dynamic facets of modern marketing. And with the increase in use of AI, these two are intersecting with Gen AI and unlocking extraordinary opportunities in the digital space.
And this is not just about making processes faster or cheaper – it is about reimagining what’s possible. It is about building campaigns that go beyond the mundane and provide a WOW Factor to the audience. There is no doubt in marketers knowing that consumers love something that’s a first time, a marketing initiative that creates chatter and word of mouth. Clearly, Influencer marketing has been fueling that growth for the past few years. With the use of AI now, we are today able to build campaigns at a quicker pace.   Â
Influencer marketing thrives on authenticity and relevance. The audience is looking at relatable content which increases organic shareability. With an overwhelming number of influencers to choose from, finding the perfect fit is a complex and time-consuming process. We can use AI in curating recommendations. This efficiency not only saves time but also helps marketers focus on creativity and strategy, enhancing overall campaign outcomes.
We have incorporated AI tools on AnyTag, our influencer marketing platform, that drafts campaign briefs and assist influencers in generating captions. These tools help in analyzing brand tone, product details, and past campaign performances to ensure that every piece of outgoing content feels fresh, authentic, and perfectly tailored.
Live commerce is another area that is transforming how consumers shop. It is here to make purchases more interactive and engaging. While it’s still to pick up pace in India, we are noticing elsewhere on the globe, that AI is accelerating this transformation. For example, through the use of AI to elevate live commerce, brands can use AI avatars and auto-generated scripts to host 24/7 live commerce sessions.
We recently collaborated with Sino-Pacific Trading for their Evian brand in the Thailand region. By combining human hosts with AI avatars deployed through our AnyLive platform, we achieved a 90% reduction in live stream costs while increasing sales by 3.5 times. AI-powered avatars ran off-peak sessions, ensuring uninterrupted engagement and contributing to 80% of total sales during the campaign.
This approach doesn’t replace the human element but complements it. During high-traffic periods, human hosts drive engagement. AI avatars take over during quieter hours, allowing brands to capitalize on every sales opportunity without stretching resources.
Consumer facing segments like FMCG, beauty, D2C brands etc. have adapted to usage of AI in digital marketing. They are using it in caption generators or live commerce enhancements, which brings in a critical edge.
For businesses and influencers, the focus should not just be on adoption but also on meaningful integration. A campaign’s success metrics goes beyond immediate results. For instance, influencer marketing campaigns powered by AI are evaluated on completion rates, content performance, and brand impact. In live commerce, ROI is measured through increased sales and operational efficiencies, creating a holistic view of AI’s value. It is important to incorporate these in the long-term campaigns and brand building activities.
Looking Ahead
We are only on the cusp or the beginning to explore what GenAI can achieve in influencer marketing and live commerce. The future lies in creating more personalization and deeper audience connections. Imagine campaigns that adapt in real-time, responding to customer behavior as it unfolds. This is the horizon we should be working towards.
The key here is thoughtful application – leveraging AI in ways that enhance authenticity and engagement. As these innovations continue to evolve, so must our strategies. AI is not here to replace human creativity. It’s here to amplify it, opening doors to opportunities we have just begun to see.
