Influence marketing's problems can be solved with a machine-learning solution

Social media influencers have become a common tool in a marketeer's toolbox to reach current and potential customers, building awareness, third-party credibility and purchases. But the rapid growth of this channel (in little over 10 years) has brought with it significant debate on its effectiveness and ethics. And those criticisms warrant the introduction of machine learning. Criticisms levelled at the industry and individual influencers have included: a lack of transparency of the effectiveness of influencers, unfilled promises made by those representing influencers, and a lack of knowledge among in-house marketing teams on how to use influencers for their brand effectively. The industry has certainly matured over this time, with steps being taken to address these challenges.