OPINION
Hamza Nizam Kazi
Influencer matchmaking AI is not the silver bullet it claims to be
AI systems can collect data for marketing firms and then have them narrow down the influencers they want to target or have the brands be endorsed by them
While it has solved a lot of problems, a one-fit solution can never be our best bet
they display analytical skills in more efficient ways than they would work through human intelligence. AI influencer marketing systems use Artificial Neural Networks (ANN) to analyze millions of online images and videos within a few seconds. This, in turn, helps identify images with certain attributes or characteristics such as a particular brand logo or product. In this developing technological time where people n continuation of my opinion piece titled ‘How can influenctend to have millions of followers, likes, and views on their ers ensure they are not held hostage by platforms?, it is pertiInstagram, Facebook, and YouTube pages - and with similar nent to mention the new technologies, especially artificial platforms like TikTok, Bigo, and SnackVideo being downloadintelligence (AI), that are at the disposal of marketers and ed in millions per day - it is commonly known that the best branding firms to enhance the promotions and brand equity way to reap profits for any particular brand, product or service of companies. is to precisely and accurately target the audience through Artificial intelligence is demonstrated by machines when influencers. However, instead of having to do this research by feel, AI platforms simplify this process and help brands match with influencers having similar traits in a very less time AI systems can collect data for marketing firms and then have them narrow down Hamza Nizam Kazi the influencers they want to target or have the brands be endorsed by them. This helps is a corporate and technology them in identifying unique and upcoming trends, trace the existing ones, and manage to monitor their growth strategy according to a very specific plan. Influencers can be lawyer having experience evaluated on the basis of how much reach they have, and brands can thus calculate in the telecom industry and how much potential investment can be further made. advising digital startups. INCA by GroupM is among the various Pakistan based solutions such as Bradri, Den, Walee, and Amplifyd are now in either the development phase or have already He can be reached on started working through this AI system. This AI system helps in identifying the fake hamza.n.kazi@gmail.com followers and engagement done by the influencers as well which also gives the marketfor advice on legal and ers that edge over traditional methods. This can be identified by inflation of followers, fake engagements, fake posts. AI helps in identifying these loopholes. regulatory issues pertaining With great power comes great responsibility—one of the popular phrases of Stan to the telecom sector and Lee comics Spiderman, the firms have gotten their hands on a genie of Aladdin or a electronic media. wishing dragon which they believe is solving their problems. Be it gathering the data,
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COMMENT
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