""AI can definitely help brands work more efficiently, for example by scaling moderation and keeping content safe," she says. "It can also support content creation, though that is trickier to navigate. To truly stand out, brands need to listen to their communities and understand what matters to them. That personal connection comes from genuine human insight, something AI can support but never fully replace.""
""Brands should focus on quality over quantity, sharing content that genuinely matters to their communities," she explains. "Leaning on UGC or influencer content keeps feeds authentic and human, but it only works when those relationships are real. Smart, thoughtful content connects, protects the brand, and keeps people coming back.""
""Don't think about trends only as viral moments. Focus on the bigger shifts in how communities act and engage. Those reveal new behaviors and ways people connect, giving brands a wider window to participate meaningfully.""
Influencer programs should build scalable approaches that drive cultural relevance without losing authenticity. AI can improve efficiency by scaling moderation and enhancing content support, but human insight remains essential for genuine community connection. Brands should prioritize quality and intention over sheer volume, sharing content that matters to their communities. UGC and influencer content preserve authenticity only when creator relationships are real and thoughtfully managed. Marketing strategies should focus on long-term cultural shifts and community behaviors rather than chasing viral trends. Platforms with immersive formats offer strong opportunities for meaningful brand connections when used thoughtfully.
Read at The Drum
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