Renault is using artificial intelligence to run its influencer marketing campaigns

Renault is letting machine learning power the decisions it makes about influencer marketing. The automaker is testing an AI social listening tool in a number of European markets which allows it to easily segment audiences and identify influencers they trust. It's part of a wider shift by the brand to move away from mass reach and towards one-to-one communication on social, a strategy being led by Francois-Xavier Pierrel, corporate director of data, CRM and social. Pierrel was poached from Facebook last year to sit in the newly-created role, and admitted it was "scary" that the car marque didn't have anyone in this position with a firm grip on its data until just last year. However, now that he's settled in, it's clear he's trying to break down internal data silos and realign the company's social strategy to both engage and retain customers. As part of this, the brand has combined eight of its internal databases – which comprise everything from dealerships to connectivity and battery usage – with a fresh product from Socialbakers that allows it access more detailed and actionable insights: including the social content Renault's online audience responds to and the influencers they like.