Two Things I’ve Been Thinking About (AI and Influencers)

ChatGPT Isn’t Doing the Work. It’s Making the Work More Fun.

For a recent client brainstorm, our team developed a few questions based on the client’s brief. Then we spent two hours talking through them together (4 team members sharing their experience, thoughts, and research).

The ideas were ours. The strategic thinking was ours. ChatGPT simply helped us organize everything and turn it into a presentation without wasting hours formatting slides and cleaning up notes.

That means we can spend more time thinking strategically about our clients’ businesses and less time building decks.

It’s not replacing the work. It’s helping us spend more time on the part of the work that actually matters. “For now.”

Are Influencers Worth It?

A lot of the time, this is more of a qualitative question than an analytical one.

When you look strictly at metrics like CPM or CPC, paid ads will outperform influencer posts 99% of the time.

But the numbers do not always capture an influencer’s actual influence.

How much more credibility does an influencer have compared to a traditional ad? How much more would you pay to have someone trusted by their audience recommend your product instead of simply running another piece of paid creative?

Of course, not every influencer carries the same level of influence. That is why selecting the right person matters so much.

Influencers who are also trained professionals can be especially valuable. They are not just Instagram famous. They may have a degree, formal training, or real-world experience that gives their recommendation more credibility.

Depending on the brand and its values, that additional trust can absolutely be worth the extra investment.