As retail media accelerates, marketers are being pushed to produce more content, faster, across more channels—while maintaining authenticity and trust. In this evolving space, influencer marketing is undergoing its own transformation, blending AI-generated personas with real human creators. But as Emma Curry, an experienced influencer strategist, notes: brands win when they lead with transparency and plan with precision.
AI Influencers: Useful Tools, Not Full Replacements
AI-driven influencer content offers speed, consistency, and control. These synthetic personalities can respond in real time, stay on-message, and scale across platforms. However, they lack the human connection that real creators build with their audiences. The key? Use AI as a creative sandbox—to pressure-test briefs or model different tones—not as a human substitute.
Especially in sensitive categories like beauty or wellness, overly perfect AI personas can erode trust. Curry emphasizes the importance of clear disclosure and human oversight to maintain brand integrity.
Maximize Influencer ROI Through Smart Retail Integration
Retail media isn’t just for ads—it’s a powerful outlet for influencer content when planned strategically.
Brands should:
- Shoot modular content (videos, stills, CTAs) that adapt to retailer platforms.
- Think evergreen: Create assets that don’t expire with one campaign.
- Map use cases upfront: Plan where and how content will be used before filming.
Emma shared a creative example: an original influencer-made holiday song repurposed for Walmart in-store radio. It merged storytelling with shopper touchpoints—a model for omnichannel retail media success.
Content With Contracts: Don’t Skip the Legal Framework
Curry warns that many brands fail to secure usage rights for influencer content, limiting its utility.
Always lock down:
- Duration of use
- Specific media channels
- Licensing costs for in-store, CTV, or retail networks
Without this foresight, even your best content might stay on the shelf.
