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With the vast amounts of unstructured social data, the myriad of social media influencers and the growing number of requests for service via social channels, marketers can often get overwhelmed. As a participant in this growing technology category, Lux Narayan, CEO of Unmetric, an AI-powered social media metrics company, has been following the category closely. There's a predictive quality about that and we're seeing companies in the influencer marketing space start to employ AI to make that match a little stronger than would have been otherwise by pure human curation," shares Narayan. Social media marketers won't be completely turning over program management to machines any time soon, but with the advent of tools like those described above, they can begin to get a lot smarter about how they add value within the marketing mix.