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  • Valentine Fourmentin

Navigating the AI-First Landscape: How Generations Shape the Future of Influencer Marketing Strategi


In the ever-evolving landscape of technology, each generation has left its mark, shaping the way we communicate, consume information, and engage with the world around us. From the pioneers who transitioned from analog to digital, to the digitally native Zennials and Gen Z, and now to the upcoming Betas who will grow up in an AI-first world, the impact of technology on our lives is undeniable. As we delve into the realm of AI-driven interactions, its influence on influencer marketing becomes a captivating narrative of its own.


The journey of Xennials and Millennials bridges the gap between a pre-internet existence and the dawn of the digital age. These generations witnessed the birth of social media, propelling the rise of platforms like Facebook and Instagram. Their experiences paved the way for the digital transformation of communication, as sharing life's moments and connecting with others became inseparable from the online sphere. Influencer marketing, in its infancy during their time, began to capitalize on these evolving platforms. Brands partnered with pioneer influencers who resonated with the digital-savvy audience, shaping the way products and ideas were promoted.


Zennials and Gen Z, on the other hand, embraced an environment where digital immersion was second nature. They explored platforms that cultivated both community and comparison culture. As digital natives, they adopted a unique skill set that included digital activism, self-education, and entrepreneurial ventures. Influencer marketing took on a new dimension as these generations sought authenticity and relatability. Brands shifted their strategies to align with the values and causes that resonated with this audience. Influencers became advocates not only for products but also for social and environmental change.



The emergence of the Zalphas and Alphas marked a shift towards a "phygital" world, characterized by the seamless integration of physical and digital experiences. Their lives were documented from birth on platforms like Instagram, and they are on the cusp of experiencing the metaverse—an interconnected digital realm. In this context, influencer marketing reached new heights. Gaming influencers gained prominence (wearing V-Tubers masks (Jaidynn Animation among others)), and the concept of AI-generated influencers began to take shape. Brands experimented with AI-generated personas to engage these tech-savvy generations, blurring the lines between human and artificial influence.


Now, the spotlight turns to As AI-generated content becomes more prevalent, the very nature of truth and reality is poised to shift. Influencer marketing, too, will transform. Just as Xennials and Millennials embraced the rise of social media, Betas will navigate a landscape where AI-generated influencers could become the norm. Marketing strategies will heavily rely on AI-driven data analysis and content creation, tailoring campaigns to an audience that has grown up with AI integration.


In the context of influencer marketing, the Betas' unique perspective on truth, reality, and authenticity will play a pivotal role. How will they engage with AI-generated influencers? How will their understanding of truth be influenced by AI manipulation? These questions will shape the strategies of brands and marketers as they seek to resonate with the Betas.


In conclusion, the evolution of generations and technology is intricately linked to the transformation of influencer marketing. From the pioneers who paved the way, to the digital natives who demanded authenticity, and now to the Betas who will redefine AI-driven interactions, the journey has been nothing short of remarkable. As we embrace an AI-first world, the landscape of influencer marketing stands as a testament to the ever-adapting relationship between technology and human interaction.



 

1Virtual influencers are not necessarily created from AI. There is often a confusion between them. And what about influencers who rely more and more on AI tools to produce content. Can we still say that they are masters of their content when AI holds the brush? Find out more in Arthur Brenac's latest webinar on AI and influencer marketing.


2In fact, won't the proliferation of AI trigger a new wave of demand for authenticity, stronger than the last one? In a world where automatically-generated content is in danger of becoming widespread, the real human being will never have had so much to say.


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