'People are becoming media': OMD says AI needs human involvement - Digiday

Influencer marketing is growing, but no brand wants to be subjected to a Logan Paul fiasco. Agencies and brands are investigating ways to verify influencer followers and eliminate fraud, with some like Nike and HelloFresh going so far as to bring more of their influencer marketing in-house. Digiday spoke with Doug Rozen, chief digital and innovation officer at the Omnicom agency OMD, about how artificial intelligence can improve influencer marketing. Our conversation has been edited for clarity. Are clients spending more on influencer marketing?