The potential of AI influencers to modify the creator economy

Baltezarević, Radoslav and Baltezarević, Ivana (2024) The potential of AI influencers to modify the creator economy. In: 6th International Black Sea Modern Scientific Research Congress. IKSAD Publications, Trabzon, pp. 8-13. ISBN 978-625-367-832-6

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Abstract

The creator economy, sometimes referred to as the influencer economy, is a software-enabled economy that lets influencers and content producers get paid for their works. The advancement of artificial intelligence (AI) has given social media content producers access to a plethora of novel tools that allow them to engage with their target audience more precisely, promptly, and efficiently. The emergence of AI influencers, or virtual influencers, who are computer-generated personas endorsing brands and products on social media, is one of the innovations that AI has brought to companies. Social media users are seeing less distinction between AI and genuine (human) influencers as AI technology advances. In general, human influencers have their own thoughts, feelings, and objectives, which might lead them to produce content in ways that may not always be consistent with a brand's mission. AI influences can be quickly corrected, and they only say and do what they are expressly trained to say and do. These virtual influencers are incapable of having second thoughts, making poor decisions, or becoming entangled in a scandal that can endanger a company's reputation. The fact that AI influencers are typically less expensive than their human counterparts with a comparable number of followers is also noteworthy.

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