Influencers, Social Commerce and the AI Takeover with Jen Campbell, Charis Marr & Jason Kapadia - Episode 36
The only certainty in the tech world is uncertainty, and that much is true of next year.
Whether the 54% of young Americans wanting to become influencers drive the growth in social commerce, or rapid development of AI tools creates unthinkable shortcuts to content creation, 2023 promises to be game-changing all around.
Jen Campbell and Charis Marr return to the Disconnected podcast alongside Jason Kapadia to look ahead at the coming year in tech and social media.
This episode of Disconnected covers:
Growing complexities in the influencer marketing space
New AI tools developing across the board
Blending physical and digital experiences
TikTok and Instagram’s social commerce model disrupting the big players
Episode Highlights:
“Around 54% of young Americans want to be influencers moving forward. So it made me think about whether our feeds are going to be full of our friends and connections, all promoting brands in the next year and the years ahead. Everyone is becoming the modern day door-to-door salesman.” - 4:55 - Charis Marr
“For the brands, sometimes managing so many nano-influencers/creators takes a lot of time and effort to manage each one. But if you contrast how much content they get out of their pounds spent, it can be a lot more.” - 8:00 - Jason Kapadia
“I was looking at some of the different areas where AI could step in and make it more efficient. AI-powered content generators, such as Open AI, the GPT 3 and Jasper are writing assistants that create human style copy in seconds.” - 10:05 - Charis Marr
“This all leads nicely onto physical and digital coming closer together. I don't think this is a trend for 2023, necessarily, but more of an evolution.” - 14:30 - Jen Campbell
“Over the next year it’d be good to see how digital twins become more mainstream. At the moment, I can go on to Tesco and pick the food I want to buy, but why not make it a walkthrough of each aisle? You’ll probably start buying more things you didn't have on your shopping list because you're walking through a store.” - 17:30 - Jen Campbell
“Global social commerce sales are expected to be about $1.2 trillion in 2025, up from $492 billion in 2021. In 2023, it's predicted that half of social media users are expected to make a purchase. It's all about reducing friction, especially if we're in a recession - big tech will be trying harder to get every dollar from you.” - 21:40 - Jason Kapadia
Links & references:
Jason Kapadia:
https://www.linkedin.com/in/jasonkapadia/
https://www.instagram.com/jasonkapadia/
Jen Campbell:
https://www.linkedin.com/in/jennifer-m-campbell/
Charis Marr: