To the influencers, the AI, to their followers not so much

Artificial intelligence (AI) is making its way in a vast myriad of areas of activity, also in the influencers universe. And even when the vast majority of content creators actively use AI when generating content, His followers are skeptical with the torrid idyll of influencers with this technology and claim transparency. Thus it follows from a recent Typeform report.

To carry out its study Typeform interviewed 1,300 content creators, advertisers and consumers. The investigation focused specifically on influencers with a presence in LinkedIn and consecrated to the generation of content related thematically with marketing.

The AI ​​tools are becoming increasingly sophisticated and are increasingly imbricated with greater force in the influencer marketing, but the opinion that such tools deserve the creators of content, advertisers and users are not necessarily coincident. And according to the Typeform report, The way in which influencers and consumers are approaching the use of AI for content generation is potentially in conflict.

81% of content creators consulted by Typeform confess to using AI to attend them in content creation. The influencers rely on this technology to purify the content of their posts and write and edit scripts, among other things. AI is also used by content creators to find brands for possible agreements, predict the performance of its content and more efficiently manage their workflow.

However, influencers should contain their enthusiasm for AI, already 61% of consumers believe that content creators should be transparent and adequately inform your “followers” about the use of this technology.

Transparency is vital so that the credibility of influencers does not suffer because of AI

As the AI ​​wins land, It is necessary that the influencers communicate transparently with their “followers” so that the use of this technology does not eventually malogen the trust of their audienceemphasizes Jay Choi, CEO of Typeform, in statements to Adweek.

“In the future it will be really very complicated to establish the difference between the real content and the content generated with AI”Choi points out. In this sense, “it is important that influencers bet on transparency in the use of AI from today to preserve their trust and credibility,” he adds.

35% of consumers admit that excessive use of AI by influencers when generating content causes rejection. And the same proportion of consumers also distrusts the content generated with AI in the universe of the “Creator Economy.”

LinkedIn uses credentials provided by the Coalition for Content Provenance and Authenticity’s (C2PA) entity for automatically label the content generated with AI In images and videos and does not have specific policies that force users to properly catalog this type of content, which could be aggravating the schism between influencers and their followers (at least in this particular social network).

The Typeforma study points to a credibility crisis by influencers to which they could be contributing, beyond AI, practices such as the purchase of followers and “engagement.” One in three followers acknowledges to resort to the purchase of followers and “engagement”, a practice that is, however, disappeared by 70% of consumers.

In this same line, More than half of the influencers admit that sometimes they promote products that personally do not resultsomething that also reduces its credibility among its “followers.”