Marketing through social media influencers has emerged as a powerful strategy for brands to connect with their target audiences, by leveraging the credibility and reach of influential individuals. Recently, one of the new AI-tools has revolutionized human-computer interactions by offering personalized and engaging conversational experiences. By combining influencer marketing and ChatGPT, brands can tap into the influencer's existing audience and leverage their authenticity and expertise. This chapter explores the integration of influencer marketing with ChatGPT by identifying the benefits and limitations of it. To collect data, various secondary sources were used such as websites, reports, and journals through various sources like google scholar etc. Findings revealed that influencer marketing with ChatGPT is an innovative synergistic approach that enhances user engagement and facilitates a more seamless and personalised interaction between users and AI.
TopIntroduction
Influencer marketing has become popular in recent years as a dynamic and effective method for brands to interact with their target markets (Saini & Bansal, 2022). Human-computer interactions have changed as a result of developments in AI, making them more engaging and personalised. The merging of influencer marketing with ChatGPT, a cutting-edge conversational AI model, is an intriguing breakthrough in this sector. It entails working with people who have established credibility, subject-matter knowledge, and a devoted following in particular niches (Bansal & Saini, 2022b). Brands may interact with their audience and create genuine connections by utilising these people's influence and reach. On the other hand, ChatGPT, which aims to imitate human-like conversations and offer helpful answers to user inquiries, marks a substantial advancement in AI language models. Influencer marketing's integration with ChatGPT presents a great chance to improve brand engagement and personalisation in the digital age. Brands can develop immersive, tailored experiences that connect with their target audience by fusing the authenticity of influencers with the conversational powers of AI. Through this connection, consumers may communicate with the AI model as though they were conversing with a beloved influencer, building familiarity and trust.
We will examine the advantages and disadvantages of combining influencer marketing with ChatGPT throughout this book chapter. We will also look at how this integration builds relationships between brands and influencers, creates new chances for targeted promotions, and offers opportunity for both sides to monetize. However, it is crucial to recognise and take into account any potential drawbacks and challenges connected to this integration, such as concerns about sincerity, openness, ethics, and privacy. Brands may optimise the integration of influencer marketing with ChatGPT and establish meaningful interactions that increase user engagement and loyalty by being aware of and managing these hurdles (What Is ChatGPT? Everything You Need to Know, n.d.). Overall, ChatGPT's integration of influencer marketing opens up a fascinating new field for brand communications. For marketers, brand managers, and practitioners interested in utilising this ground-breaking strategy to strengthen their brand's connection with audiences in the digital age, this book chapter seeks to offer insights, advice, and best practises.
ChatGPT
ChatGPT known as “Generative Pre-trained Transformer,” is an artificial intelligence chatbot that can provide responses that are both coherent and pertinent to the context. ChatGPT has received a lot of interest due to its capacity to comprehend natural language and offer insightful responses. It has been implemented in a number of applications, including content creation, virtual assistants, and customer care. Through a transformer neural network, ChatGPT uses deep learning to generate text that resembles that of a human (Hetler, n.d.). ChatGPT creates opportunities for effective and scalable communication. Influencers may communicate with a larger audience, respond to frequent questions, and share insightful information. In order to ensure that consumers receive correct and pertinent information, brands can use the AI model to deliver consistent and on-brand marketing.
Influencer Marketing
An influencer is a person, a group, or an organisation that, by their appeal, credibility, knowledge, status, or relationship with their audience, has the power to sway a target audience's decisions on a digital platform. Some contributors attract a sizable audience and build a fan base while also giving advice to their followers, evolving into social media influencers thanks to the internet's accessibility and speed of dissemination. Social media influencers are valuable to brands because they may start trends and persuade their followers to buy the products they recommend (Saini et al., 1 C.E.) . As a result, in order to market their goods and boost sales, corporations are attempting to work with sincere and prosperous influencer (Saini & Bansal, 2023b). Influencer marketing is in high demand due to increased competition. However, as competition grows, recognising authentic influencers with a significant number of followers has become the biggest challenge for brands and organisations.