Marketing Technology Is Transforming the Way Brands Work With Influencers

Opinion: AI-powered discovery can help identify trustworthy talent

A more precise view of influencer contributions can help marketers avoid the trap of paying for follower counts alone cnythzl/iStock

Influencer marketing is currently undergoing something of a trust crisis. Recent media attention around problems such as follower buys, perceived inauthenticity and disclosure shortcomings have shaken confidence in partnerships between brands and the influencers with whom they work. Some have gone so far as to question the ultimate effectiveness and staying power of the practice as a whole.