Every business thrives on efficiency, especially in the era of AI with tools like ChatGPT that can create multiple efficiencies. It can help you write outreach emails, whip up hashtags and even help draft influencer contracts. But here’s the thing: Influencer marketing has never been about efficiency. Influencer marketing is about trust, strong relationships and connection.

At The James Agency, we’ve seen firsthand how strong relationships with influencers lead to better response times, more creative content and earned collaborations simply because the influencer genuinely likes you. Let’s talk about why human vs. AI still wins, where AI falls flat and how user-generated content (UGC) can power more than just your social posts.

People Trust People

Influencer marketing has come a long way since the days of celebrities hocking diet teas. What started with A-list celebs has turned into a world full of bloggers, vloggers and creators of every niche.

And is it working? You bet. Here’s why:

• People trust people before they trust brands.
• Influencer recommendations feel like a friend’s recommendation, rather than an ad.
• Low to mid-tier influencers can spark up to 60% more engagement than big-name celebrities because of their closer connections and engagement with their followers.

This year, influencer marketing is projected to reach a market value of 30 billion dollars. (Yes, that’s billion, with a B.)

While influencer marketing is growing exponentially, brands are tasked with learning the “how-to” behind executing the perfect influencer marketing campaign. Many will utilize AI along the way, but the brands that realize human connection is key will have the most success.

The Human Behind the Handle

AI may be able to make the overall process of an influencer campaign faster, but it can’t make them better. It can:

• Draft a catchy outreach email.
• Suggest hashtags or captions.
• Build influencer lists and contracts.

But here’s what it can’t do:
It won’t notice if an influencer just had a baby, moved to a different city or stopped drinking alcohol. It won’t bond over the latest reality TV show drama or gush over their wedding photos.

Here at TJA, our PR and influencer team prides itself on its relationships with the influencers they work with every day. We follow them on social media, know their kids’ names and what their go-to drink order is. We pay attention to the little details and make a mental note, whether it comes in handy for a future collaboration or just for relationship building.

Picture this: An influencer you follow on Instagram posts her favorite margarita recipe. She’s doing a collaboration with the hotel you represent next month. You suggest a 1:1 margarita-making class with the bar mixologist to personalize her stay.

This human-to-human knowledge makes for a personalized experience for the influencer, leading to more authentic content and ultimately, more hype about your brand!

Influencers are people, not spreadsheets. They have moods, goals, pet peeves, preferences and schedules. When you take the time to understand what makes them tick, your collaborations will flow easier, feel more authentic and often perform better. No matter how advanced AI gets, it can’t replace a genuine relationship where you care about the human behind the handle.

AI, UGC and Real Relationships: The Perfect Combo

AI can help you kick things off, but it’s your relationship with the influencer and what you do with their content that makes magic. Here’s how to put it all together:

• Use AI in the initial phases of a collaboration: Let it help you write your outreach emails more clearly or draft an outline for a quality influencer contract. That way, you can focus your energy on the human side of the collab.
• Once you have an influencer on board and the content is rolling in, don’t stop at their feed. That authentic UGC can become the star of your paid ads because it feels real and relatable. When you reuse influencer content in your campaigns, you amplify their voice and reach even more of your target audience.
• Keep the momentum going by nurturing that relationship. Influencers notice when you show up consistently, cheer them on and treat them like a creative partner instead of just a transaction. When they feel valued, they’re more likely to deliver better content, say yes to future projects and even market your brand on their own just because they want to.

However, it’s worth noting that AI-generated influencers are making waves in the industry. A 2024 study by Sprout Social reported that 37% of consumers would be more interested in a brand that uses an AI influencer. That’s something to watch: while AI personas can generate content and engage audiences at scale, they still lack the ability to develop the same kind of emotional, two-way connection and creative partnership that real humans can. The most impactful campaigns will be those that keep humans at the center, while experimenting with AI where it fits the audience and strategy.

AI Is Awesome, But…

AI is awesome. We use it all the time to help our work move faster and smarter. But no matter how clever it gets, it can’t replace the spark that happens when people work with people.

If you want influencer campaigns that move the needle, you need to invest in those relationships, show up and truly care. Ready to grow your brand with influencer marketing? We’ve got you. Contact us to get started.