The relationship between AI and influencers is … complicated
The relationship between AI companies and influencers is becoming increasingly complex as creators navigate the ethical implications of promoting AI products. While some influencers benefit financially from these partnerships, others fear that AI integration could damage the trust they have built with their audiences.
Why it matters
This dynamic underscores the growing tension between technological adoption and brand authenticity in the modern digital marketing landscape.
AI companies like OpenAI are building armies of influencers to promote their products. Bloomberg/Getty Images Influencers and AI have a tricky relationship. AI companies need influencers for marketing. Influencers want to get paid. Some fans are mad. Business Insider has interviewed creators, managers, and brands about the complicated dynamic. AI is making waves in the creator economy — and it goes well beyond slop. The rise of technology has set off a complicated relationship between AI companies and influencers. The basic issue: AI presents a lucrative opportunity for influencer marketing and creator productivity, but also comes with big risks. Business Insider has interviewed creators, talent managers, and other influencer industry insiders about how they're adapting to AI's role as public tumult over the technology — from data centers to lavish brand trips — reaches a boiling point.
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