Artificial Intelligence Will Help Brands Align With Influencers

Artificial intelligence (AI) and machine learning are using predictive algorithms to determine a ... [ ] customer's lifecycle in social media One of the biggest challenges brands face today when utilizing social media is finding the right influencer to align with – and while a "wrong" choice likely won't hurt a brand in most cases, it could be more of a wasted effort. However, in a worst case scenario working with the wrong influencer can have a detrimental impact on a brand. According to a survey conducted by Salesforce Research last year, 92% of consumers surveyed report that trusting a brand makes them more likely to buy products and services. In addition, nearly a third – 32% – of consumers also said that the influencer's core values should also align with that of the consumer's. While human marketing teams can comb through the social media feeds of influencers for past posts to judge appropriateness as well as effectiveness, which can be a time consuming endeavor, and could still miss something important.