10+ Expert Insights On GenAI’s Ascent in B2B Influencer Marketing in 2024

10+ Expert Insights On GenAI's Ascent in B2B Influencer Marketing in 2024


2024 will see generative AI touching more areas of our lives, but where will it have the most profound impact within B2B influencer marketing?

We asked 10 top B2B influencer marketing subject matter experts to share their insight specifically about the role AI is expected to play in 2024 when it comes to influencer marketing in the business world, further expanding on the overall influencer marketing expertise each shared in our comprehensive new 2023 B2B Influencer Marketing Report, which our CEO and president Donna Robinson recently announced.

75 percent of B2B marketers are investing in influencer marketing, with 93 percent planning to use B2B influencers even more during 2024, according to recent Ogilvy data which we covered in our “5 Winning Ways To Personalize Content With B2B Influencer Marketing.”

When it comes to AI, 60 percent of B2B brands that have achieved the highest levels of success with influencer marketing have said that they use AI to assist with the identification and selection of the most relevant influencers, with 66 percent using AI technology to help with performance tracking, according to our report data.

The habits of highly successful influencer marketers from TopRank Marketing's 2023 B2B Influencer Marketing Report chart image

The use of AI is one of the key differentiators among the most successful B2B influencer marketing programs, as our senior content marketing manager Joshua Nite recently explored in “The 7 Features of Highly Effective B2B Influencer Marketing Programs.”

With the use of AI technology within B2B influencer marketing poised to play an even greater role in 2024, let’s take a look at the specific areas where 10 leading B2B influencer marketing experts see generative AI flourishing in the coming year.

AI Insight #1 — Christopher S. Penn

Christopher S. Penn

Christopher S. Penn
Chief Data Scientist
Trust Insights
@cspenn

AI’s advancements in language and image generation are set to reshape influencer marketing. While synthetic influencers offer brand consistency, the true game-changer lies in large language models like ChatGPT. With their vast knowledge from the public web, they provide insights surpassing any human expertise. These models can filter influencers by specific criteria, such as emphasizing BIPOC voices. By merging custom databases with AI, brands gain targeted influencer insights. As AI evolves rapidly, embracing its capabilities allows companies to tap into niche influencer markets efficiently. The future of influencer marketing hinges on harnessing AI’s unmatched data analysis potential.”

Christopher S. Penn

“As AI evolves rapidly, embracing its capabilities allows companies to tap into niche influencer markets efficiently. The future of influencer marketing hinges on harnessing AI’s unmatched data analysis potential.” — @cspenn Click To Tweet

AI Insight #2 — Ryan Bares

Ryan Bares

Ryan Bares
Global Social Influencer Marketing Manager
IBM
@RyanBares

AI in B2B influencer marketing enhances efficiency and tailors campaigns through precise audience segmentation, ensuring content resonates with the right subset of followers for maximum impact.”

Ryan Bares

“AI in B2B influencer marketing enhances efficiency and tailors campaigns through precise audience segmentation, ensuring content resonates with the right subset of followers for maximum impact.” — @RyanBares Click To Tweet

AI Insight #3 — Jen Holtvluwer

Jen Holtvluwer

Jen Holtvluwer
Digital Enterprise Sales
Microsoft
@JenHoltvluwer

Customers will always be your best influencers to leverage in storytelling efforts. Leveraging AI, like Copilot, they swiftly access data, enhancing conversations and expediting impactful testimonials.

Jen Holtvluwer

“Customers will always be your best influencers to leverage in storytelling efforts. Leveraging AI, like Copilot, they swiftly access data, enhancing conversations and expediting impactful testimonials.” — @JenHoltvluwer Click To Tweet

AI Insight #4 — Janine Wegner

Janine Wegner

Janine Wegner
Integrated Thought Leadership Strategy
Dell Technologies
@JanineWegner

GenAI augments human potential, boosting productivity and cost-efficiency, like summarizing or translating content. Yet, it’s vital to prioritize human creativity, protect intellectual property, and ensure AI transparency.

Janine Wegner

“GenAI augments human potential, boosting productivity and cost-efficiency, like summarizing or translating content. Yet, it’s vital to prioritize human creativity, protect intellectual property, and ensure AI transparency.” — @JanineWegner Click To Tweet

AI Insight #5 — Paul Dobson

Paul Dobson

Paul Dobson
Head of Digital Services
Cloud Software Group
@svengelsk

AI personas may emerge as future influencers, especially with specialized LLMs. While AI’s initial impact on content might be subtle, enhancing executive presence in informal settings could broaden audience appeal.

Paul Dobson

“AI personas may emerge as future influencers, especially with specialized LLMs. While AI’s initial impact on content might be subtle, enhancing executive presence in informal settings could broaden audience appeal.” — @svengelsk Click To Tweet

AI Insight #6 — Justin Levy

Justin Levy
Justin Levy
Influencer Marketing Expert & Keynote Speaker
@JustinLevy

AI accelerates B2B influencer research and extends campaigns by crafting diverse content from provided materials, all tailored in the brand’s voice, optimizing influencer collaboration.

Justin Levy

“AI accelerates B2B influencer research and extends campaigns by crafting diverse content from provided materials, all tailored in the brand’s voice, optimizing influencer collaboration.” — @JustinLevy Click To Tweet

AI Insight #7 — Jay Acunzo

Jay Acunzo

Jay Acunzo
Co-Founder
Creator Kitchen
@JayAcunzo

It’s not about bots replacing humans, but humans acting robotically. As AI reshapes B2B, unique perspectives and personal stories rise in value, eclipsing generic content.

Jay Acunzo

“It’s not about bots replacing humans, but humans acting robotically. As AI reshapes B2B, unique perspectives and personal stories rise in value, eclipsing generic content.” — @JayAcunzo Click To Tweet

AI Insight #8 — Ursula Ringham

Ursula Ringham

Ursula Ringham
Head of Global Influencer Marketing
SAP
@UrsulaRingham

AI will become a copilot in realizing your vision for influencer content. A tool to edit or improve your content with efficiency.

Ursula Ringham

“AI will become a copilot in realizing your vision for influencer content. A tool to edit or improve your content with efficiency.” — @UrsulaRingham Click To Tweet

AI Insight #9 — Kevin L. Jackson

Kevin L. Jackson

Kevin L. Jackson
CEO
GC GlobalNet
@Kevin_Jackson

AI dramatically increases efficiency in content creation. This helps B2B influencers broaden and deepen their coverage of critical industry discussions. This technology also drives the importance of B2B influencer multi-channel marketing. Video, audio, and text-based communication conduits delivers information based on each individual’s preference. Ease, convenience, and choice are all critical differentiators in today’s market.

Kevin L. Jackson

“AI dramatically increases efficiency in content creation. This helps B2B influencers broaden and deepen their coverage of critical industry discussions.” — @Kevin_Jackson Click To Tweet

AI Insight #10 — Pam Didner

Pam Didner

Pam Didner
Vice President
Relentless Pursuit
@PamDidner

There is an app for everything. Eventually, there will be an AI for everything. iPhone App Store was launched in July 2008. It reached 1M apps in November 2014. Since the launch of ChatGPT, there have been many AI-based applications leveraging ChatGPT, GPT 4, and Dalle 3 to create text, graphics, and other forms of generative AI. We will see more and different forms of AIs to service the different needs of job functions.

Pam Didner

“There is an app for everything. Eventually, there will be an AI for everything.” — @PamDidner Click To Tweet

Learn More About The Future of B2B Influencer Marketing

As these expert observations Christopher, Ryan, Jen, Janine, Paul, Justin, Jay, Ursula, Kevin and Pam show, 2024 will be a watershed year for the use of AI in B2B influencer marketing.

We offer many thanks to each for sharing their helpful insight on what the future holds for AI within B2B influencer marketing.

You’ll find much more about the future of AI and B2B influencer marketing and their combined power in building relationships, creating influencer communities and more in our all-new 2023 B2B Influencer Marketing Report. It’s 39 pages are rich with survey insights, case studies from B2B brands, a list of 25 top influencer marketing practitioners from major B2B brands, and much more.

About the author

Lane R. Ellis has over 40 years’ experience working with and writing about the Internet. He writes for and manages all of the posts on the award-winning TopRank B2B Marketing Blog. Before joining the team here as Social Media and Content Marketing Manager, Lane spent more than a decade as Lead Editor for the prestigious conference firm Pubcon. When he’s not writing about B2B marketing trends, Lane enjoys distance running (he’s completed 11 marathons including two ultra-marathons so far), genealogical research, cross-country skate skiing, vegetarian cooking, and spending time with his wonderful wife Julie Ahasay and their cats Kukla, Twister, and Arlo in beautiful Duluth, Minnesota.





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