AI influencer marketing may pose risk to brand trust, new Northeastern research finds

Introduction to AI in Influencer Marketing

As artificial intelligence (AI) continues to weave its way into the fabric of digital marketing, virtual influencers powered by AI are taking the stage, changing the game of influencer marketing. While traditional human influencers have dominated social media, AI-generated personalities have started to emerge, raising questions about their impact on consumer trust and brand reputation. This blog post explores these concerns, drawing on insights from recent research by Northeastern University.

What is the Risk Associated with AI-generated Virtual Influencers?

Recent research by Northeastern University has uncovered a potential risk for brands employing AI-generated virtual influencers. The study suggests that when products advertised by AI-powered personalities fail to meet consumer expectations, there may be more significant damage to the brand's trust compared to when human influencers are involved. These findings are crucial for how brands approach marketing within the evolving spaces of the metaverse and virtual reality.

What Does the Research Say About Brand Trust and Virtual Influencers?

According to Sian Joel-Edgar, associate professor in human-centered computing, the research advocates for brands to maintain close oversight over virtual influencers representing their products. Joel-Edgar co-authored the paper “Virtual influencers in social media versus the metaverse: mind perception, blame judgments and brand trust”, highlighting that consumer reactions to AI personalities could significantly influence brand trust.

How Do Consumers Perceive Virtual Influencers Compared to Human Influencers?

AI-generated entities like Lil Miquela, with millions of followers on social media platforms, are shifting the paradigm of influencer marketing. However, consumers tend to view human influencers as more accountable due to their ability to make autonomous decisions, which can lead to important implications when it comes to brand responsibility and the attribution of blame in marketing mishaps.

How Should Brands Manage Virtual Influencers to Maintain Trust?

The study advises brands to exercise a heightened level of control over the messages conveyed by their AI influencers. This includes regular monitoring and preparation of crisis communication strategies to counteract potential negative outcomes. The researchers emphasize that transparency in the roles and limitations of virtual influencers can bolster consumer trust in virtual environments.

// Pseudo-code for monitoring virtual influencer output
MonitorVirtualInfluencerOutput({
  virtualInfluencerId: 'lil-miquela',
  onNegativeFeedback: (feedback) => {
    initiateCrisisCommunication(feedback);
    reviewInfluencerContentPolicies();
  },
  onPositiveFeedback: (feedback) => {
    enhanceEngagementStrategies(feedback);
  },
  evaluateContentConsistency: () => {
    ensureBrandMessageAlignsWithVirtualInfluencerOutput();
  }
});

What Are the Long-term Legal Considerations for AI in Influencer Marketing?

Sian Joel-Edgar posits that long-term legal and regulatory interventions may become necessary to govern AI influencer marketing practices. As the industry rapidly evolves, there is a growing call for transparency, mandating disclosures that influencers are AI-powered, much like the recent requirements for influencers to openly disclose paid advertisements.

Conclusion: Navigating AI Influencer Marketing with Caution

AI for influencer marketing presents both opportunities and challenges. Brands must navigate this new terrain with caution, attuning to the ethical implications and the need for credibility in advertising. As AI continues to redefine influencer marketing, brands will undoubtedly require a strategic, transparent approach to employing virtual influencers, ensuring they maintain consumer trust and abide by emerging legal standards.