Adweek reports on the launch of a new AI-powered Creator Briefing tool in Omni that uses Google’s Gemini to allow influencers to query against the briefs that brands create when looking to work with content creators for a campaign.
“The goal is more relevance—influencers need that relevance to make sure that the content reaches their audience and resonates with it in the right way,” Creo President Kevin Blazaitis told Adweek “Historically that’s been a pretty static document—this gives them more ability for a two-way conversation.”
The tool was unveiled at a day-long master class for niche and rising influencers hosted by Creo, Omnicom Media Group’s influencer marketing agency. Designed to help these creators work better and smarter, with and for Omnicom clients, the event kicked off with new research from OMG Intelligence that challenged conventional wisdom regarding the impact that niche and rising influencers have on consumer decisioning vs the macro influences who currently are getting 90% of influencer investment.
“Rising creators are really great storytellers, and they’re really good at shaping brand perception and behavior change,” said Kailyn Nunn, global influencer lead for Canva, who offered the client perspective during one of the day’s presentation. “We’re doubling down on rising creators to be able to do that for us.”
Read more about OMG’s Niche and Rising influencer research here.