"Dentsu's Creator & Trends Studio (CATS) aids influencer selection decisions, suggesting creators based on subject matter, profile, and participation in social media trends."
"Shenda Loughnane emphasized the need for brands to effectively engage with culture through influencers, creating a repeatable system for marketing success."
"The agency observed a 14.3% increase in unaided ad recall and a 41% rise in sales conversions from partnership ads for Elizabeth Arden."
"Scott Sutton noted that using AI provides a richer picture of potential campaign performance, increasing confidence in achieving high return on ad spend."
AI tools are transforming influencer selection in marketing campaigns, with Dentsu's Creator & Trends Studio (CATS) leading the way. This system utilizes an API with Meta to suggest creators based on various factors, including trends and subject matter. Dentsu aims to create a repeatable system for brands to engage with culture through influencers. Clients like Galderma and Elizabeth Arden have seen significant increases in ad recall and sales conversions. Other agencies, such as Later, also leverage AI for matching influencers to campaign briefs and predicting content performance.
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