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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