The future of influencer marketing looks nothing like what we’re used to, and that might be exactly what the industry needs…
Picture this: you’re watching your favourite creator’s latest vlog. They’re chatting about their morning routine, showing you their breakfast, talking about their plans for the day. And then, completely out of nowhere, a glossy CGI advertisement for foundation starts playing in the background of their video. No mention of it. No “this video is sponsored by…” Just a full-blown, TV-style ad seamlessly integrated into their content.
That’s exactly what happened in Saffron Barker’s YouTube vlog last year when Lancome took a completely unprecedented approach to influencer advertising. While Saffron casually discussed getting her hair cut over scrambled eggs, a polished CGI ad for Lancome foundation played on what looked like a canvas on her wall behind her.
The internet went wild. Some loved it, some hated it, some thought the blend between ‘authentic’ vlog content and impersonal AI advertising was hypocritical. Either way, it got people talking. And AI in influencer marketing has had people talking ever since.
Through debates about authenticity, community engagement, and quality content, I think this technique might be more effective than we think. I’m a former talent manager (and a current talent agency founder!), and here’s my perspective:
Influencer Marketing Needs Creativity
Instead of another formulaic “I love this foundation” integration, Lancome created something that was clearly an advertisement with no pretense. Bold, yes, but I can’t help but admire how they re-jigged the cookie-cutter approach and made something that people wanted to talk about.
Not only was it unashamedly an advert, it was impossible to skip through without missing the content of the vlog. With traditional influencer ads, audiences have learned exactly when to fast-forward past the sponsored content. But because Saffron never actually talked about the Lancome ad, there was no obvious “skip this bit” moment. The ad just existed in her space while she carried on with her content, not detracting any value from the dialogue or flow of the episode.
(And because of the dialogue around it, I can imagine people were re-winding to watch it time and time again, boosting organic views… all because Lancome thought outside of the box!)
Might AI Endorsements be… More Authentic?
Here’s the uncomfortable truth: I’d only ever represent a creator who genuinely loves and uses the products they promote – that’s non-negotiable. But even then, the structuring of traditional influencer marketing often strips away authenticity…
Think about how you recommend something to a friend. You don’t launch into the percentage of hyaluronic acid or give a full product breakdown. You just say, “I’ve been using this and it’s honestly made such a difference.”
But after content has been filtered through brand guidelines, specific product claims, and a set caption structure, it stops sounding like a real person sharing something they love… and starts sounding like something they’ve been told to say. Because traditional influencer marketing is creator-led in theory, but brand-controlled in practice.
Saffron’s AI ad worked so well because it didn’t need Saffron to say or do anything. The model prioritised reach – an audience simply seeing the brand – over a personal endorsement from talent. As a result, no compromises were made to her voice, the quality of her content, or the flow of the vlog… if anything, a pretty viewer-first approach!
AI is a Hot Topic – Great Way to Generate Discussion!
Past Saffron’s example, we’ve seen a few AI scandals this year already through Wimbledon’s AI-influencer Mia Zelu and Iris Lane, an AI “perfume creator” sharing fragrance recommendations despite not having a nose…
Mia Zelu appeared to attend tennis matches and posted about Pimm’s and preppy outfits, racking up 165,000 followers before being exposed. Iris Lane was created by beauty brand incubator Slate Brands, and was recommending products saying things like “this perfume gets me so many compliments”… except she wasn’t real.
On one hand, these experiments worried people (“I can’t believe I didn’t know that was AI”, “What if I’m purchasing from a recommendation that’s entirely fabricated?”), but on the other hand, they generated unbelievable amounts of mass discussion. Of course, nobody external to the brand truly knows what they set out to do. But all the publicity certainly wouldn’t have been a negative for them, that’s for sure!
In a sense, it’s not the technology itself that’s interesting, it’s what it stands for. In this case, that’s a mass discussion with your campaign at the centre.
Opportunities for Creators and Brands
Think about the creative constraints traditional influencer marketing creates. Brands have to find creators who genuinely align with their product. Creators have to work incredibly hard to ensure that every partnership reflects their morals, values, and personal habits. And that’s without even starting on strict briefs, corporate-sounding scripts with no wiggle room, and rounds and rounds of revisions.
With technology like this, more creators could do brand deals more easily and seamlessly with the only ‘requirement’ being that their demographics match up. With a lot of brands and companies looking to increase their influencer spend (Unilever being the biggest example that caught attention recently), this could be an effective, sustainable way to scale influencer resources.
The Future of Content…
There is an argument that says that, when AI ads become the norm and they stop sparking mass outrage on social, that they’ll lose their novelty and leave brands needing to innovate again. And honestly? I think that’s just the nature of advertising.
But there is definitely a space for AI in brands’ marketing mix. The same way a brand might pay to have a promotion in a stadium while paying for influencers, TV, OOH, POS etc., brands will start to use AI as part of a multi-faceted approach. They should still use traditional influencer marketing – it still offers a more authentic and *real* approach! – but they might also choose non-integrated advertising like the Saffron Barker example to reach more eyes. Because when you’re partnering with an influencer who gets hundreds of thousands of guaranteed views daily (like a stadium is guaranteed to have thousands of people in it a couple of times a week), why not?
AI in this case doesn’t mean the death of creativity, it means guaranteed reach for a brand, an easy way to monetise an audience for a creator, and non-obtrusive advertising for viewers. Big positives for all involved!
