Integral AI: 10+ Expert Insights On GenAI’s Ascent in B2B Influencer Marketing in 2024

By Lane Ellis

The habits of highly successful influencer marketers from TopRank Marketing's 2023 B2B Influencer Marketing Report chart image

2024 will see generative AI touching more areas of our lives, but where will it have the most profound impact within B2B influencer marketing?

We asked 10 top B2B influencer marketing subject matter experts to share their insight specifically about the role AI is expected to play in 2024 when it comes to influencer marketing in the business world, further expanding on the overall influencer marketing expertise each shared in our comprehensive new 2023 B2B Influencer Marketing Report, which our CEO and president Donna Robinson recently announced.

75 percent of B2B marketers are investing in influencer marketing, with 93 percent planning to use B2B influencers even more during 2024, according to recent Ogilvy data which we covered in our “5 Winning Ways To Personalize Content With B2B Influencer Marketing.”

When it comes to AI, 60 percent of B2B brands that have achieved the highest levels of success with influencer marketing have said that they use AI to assist with the identification and selection of the most relevant influencers, with 66 percent using AI technology to help with performance tracking, according to our report data.

The use of AI is one of the key differentiators among the most successful B2B influencer marketing programs, as our senior content marketing manager Joshua Nite recently explored in “The 7 Features of Highly Effective B2B Influencer Marketing Programs.”

With the use of AI technology within B2B influencer marketing poised to play an even greater role in 2024, let’s take a look at the specific areas where 10 leading B2B influencer marketing experts see generative AI flourishing in the coming year.

AI Insight #1 — Christopher S. Penn

Christopher S. Penn
Chief Data Scientist
Trust Insights
@cspenn

AI’s advancements in language and image generation are set to reshape influencer marketing. While synthetic influencers offer brand consistency, the true game-changer lies in large language models like ChatGPT. With their vast knowledge from the public web, they provide insights surpassing any human expertise. These models can filter influencers by specific criteria, such as emphasizing BIPOC voices. By merging custom databases with AI, brands gain targeted influencer insights. As AI evolves rapidly, embracing its capabilities allows companies to tap into niche influencer markets efficiently. The future of influencer marketing hinges on harnessing AI’s unmatched data analysis potential.”

Christopher S. Penn

“As AI evolves rapidly, embracing its capabilities allows companies to tap into niche influencer markets efficiently. The future of influencer marketing hinges on harnessing AI’s unmatched data analysis potential.” — @cspenn
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AI Insight #2 — Ryan Bares

Ryan Bares

Ryan Bares
Global Social Influencer Marketing Manager
IBM
@RyanBares

AI in B2B influencer marketing enhances efficiency and tailors campaigns through precise audience segmentation, ensuring content resonates with the right subset of followers for maximum impact.”

Ryan Bares

“AI in B2B influencer marketing enhances efficiency and …read more

Source:: Top Rank Blog

      

Aaron
Author: Aaron

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