SXSW TAKEAWAY: WHY AI MATTERS - FOR INFLUENCERS & BEYOND

By Lucy Robertson

No, AI generators were not used in the composition of this article.

There's no denying it - #ArtificialIntelligence is the buzzword of #SXSW2023. But unlike crypto and NFTs, which dominated the conference last year, #AI is rapidly taking over the world in real time - from artwork to assistants, no industry has been left untouched.

But why should we take note? Do brands and businesses need to futureproof, or is this just another flash in the pan moment in the tech world? A chance to show what *could* be, rather than what will realistically trickle down into the lives of an everyday consumer?

“This is a chance for consumers to discover newness, without pulling them away from the experiences that make life worth living,” says Sowmya Gottipati, Estée Lauder’s VP of Global Supply Chain Technologies.

Daily there’s new developments (and in the way of virtual influencers, not so new ones). This year’s #SXSWCreativeExpo was also no stranger to the AI theme - with pop-ups touting AI assistants, AI therapists and even an AI tool, Kajabi, to help you build out a masterclasses that can then be monetized.

"We're clearly moving to a world where the internet is alive. You can talk to it, and it understands you and helps you," says Greg Brockman, co-founder of OpenAI.

So - where does the world of influencer fit into this new (new, new, new…) normal? What do brands navigating this space need to understand, and possibly even implement into their own strategies?

+ Human experience is still key. We’ve long argued the ethics of using what is essentially data and code to replicate very real emotion and experiences (see lil miquela’s 2019 vlog on sexual assault). “People who understand people always win,” stated Rohit Bhargava, in his Future Normal keynote this weekend. There can be a place for virtual companionship, or even virtual influence - but full displacement of the human experience isn’t something a chatbot will fortunately ever be able to claim.

+ New technologies rely on trusted faces to build affinity. Business owners and busy working professionals need to prove virtual assistants aren’t going to trip up and triple book them for meetings. An on-the-go mum needs to showcase how a virtual personal shopper saves them both time and money. 83% of consumers trust recommendations from their peers over traditional advertising* - every new advance needs its spearhead community.

+ Now more than ever, it’s time to take risks. We’ve seen examples of ChatGPT informing influencer briefs (see a branded example here from influencer Jess Cheng). If Brockman’s view is true, and the internet is alive - then it surely must speak influencer.?

If handled correctly, and with continued testing and an all-important human vetting process, there is an opportunity for AI to make improvements to anything and everything - from as minute as a rewrite on a post caption, to as magnificent as improvements to mental health.

But SXSW itself is, ironically, proof AI can’t do it all. The topic might have unified a city in debate, discussing its benefits and ethics, it cannot replicate the art of human connection or conversation - which is the sell in itself.

For more advice on #socialstrategy and #influencermarketing drop us a line at [email protected].