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Goodbye beauty and dancing influencers: Are AI models the future of marketing?

Sonika B

Dayananda Sagar Business School (DSBS)

With the guidance of:

Dr Sumit Saha

Registrar & Associate Professor,

Dayananda Sagar Business School (DSBS), Bangalore, Karnataka, India

Abstract

Purpose- As we step into an increasingly AI-driven future, the world of marketing is no exception to this paradigm shift. The rise of social media has already given birth to a new era of influencer marketing, where beauty and dancing personalities have become an integral part of brands’ marketing strategies. However, the use of AI models in marketing has emerged as a transformative approach, which could potentially replace these influencers in the future. With the rapid advancements of technologies, it's not hard to imagine an AI-powered assistant, capable of flawlessly promoting various products and brands to millions of followers. This paper aims to explore the effectiveness of AI model integration on the traditional use of beauty and dancing influencers on social media and the potential consequences of such a shift in the industry. It will also address the benefits and drawbacks of using AI models in marketing and anticipate the future of influencer marketing in the age of AI.

Design/methodology/ approach- A new scale is created and validated after confirmatory factor analysis. Mahanalobis Distance test is also used. SPSS software is used for a measurable scale of identified factors that influence the future scope of AI models.

Findings- The model gives us clear factors which impact the scope of AI models, especially in the influencer marketing field.

Research limitations- The impact of the Pandemic (Corona), Terrorism, Recession, etc. are not considered for this research.

Originality/Value- The influencer marketing and advertising sector can make strategies for long-term effectiveness and growth by identifying the most important factors that will influence the AI model integration on the traditional use of beauty and dancing influencers. They will get to know which direction this industry is going and the magnitude of impact due to AI.

Keywords-AI models, Influencer marketing, Ethical considerations, Effectiveness