By Stéphane Allard Leaps and bounds have been made in content-creation capabilities thanks to AI. But, photo-realistic or not, Stéphane Allard of YKONE explains why AI influencers might struggle to live up to their human counterparts. The emergence of AI influencers has sparked both excitement and caution in the world of marketing. While brands explore the possibilities of AI-generated personas, a debate exists about whether they can truly replace human influencers. It seems fair to say that virtual influencers can add an intriguing layer to branding strategies, while authentic influence may still remain rooted in human connection. AI or avatar AI influencers come in two Read full story › Source: The Drum...
Read MoreBy Kendra Barnett TikTok is fighting for its survival in the US, with a nationwide ban looming on January 19. While the company pursues legal measures to block the enforcement, competitors like Instagram Reels and YouTube Shorts are poised to capitalize on its potential exit, leaving brands and creators scrambling to adapt. The battle over TikTok’s future in the US has reached a critical juncture. On Monday, the company, in collaboration with its Chinese parent ByteDance, filed an emergency injunction in an effort to prevent the enforcement of a nationwide US ban, set to go into effect on January 19. The news follows a Read full story › Source: The Drum...
Read MoreBy Richard Draycott As the industry digests news that Omnicom is acquiring Interpublic to form the planet’s biggest ad group, S4 Capital boss Sir Martin Sorrell tells The Drum the deal is either a masterstroke – or a big mistake. While the corporate optimism surrounding here Read full story › Source: The Drum...
Read MoreBy Emily Lowes Early on in the academic year is the best time to build rapport with students, says Emily Lowes of Raptor. These brands have done an excellent job at just that. Each year, around 3.4 million new students take their first step onto college campuses across the US. During this transformative period, the brands that students engage with play a pivotal role in shaping their experience. They can become companions in their collegiate journey and often earn a place in their lives long after graduation. This year, we spoke to 500 students from across the US to understand which brands won Read full story › Source: The Drum...
Read MoreBy The Drum Team At B2B World Fest, brand champions squared up to demand-driven pragmatists to duke it out over which is the prime mover in B2B. For here Read full story › Source: The Drum...
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