AS QUOTED: Using Machine Learning and AI to understand Audiences and determine personality, content and storyline of Virtual Humans

In my day to day job I focus on building technology and systems that utilise Machine Learning and AI to research and understand consumers, shoppers and categories to develop ac tenable insights for our clients, but there are other uses that we apply this marketing technology too.

This month saw the publishing of one of perhaps the most comprehensive books to date on professional Influencer marketing - Influencer Marketing  Building Brand Communities and Engagement Edited By Sevil Yesiloglu and Joyce Costello
I was asked to contribute to the chapter on Virtual Influencers, written by Scott Guthrie, and explain how we use Machine Learning to understand the audiences we were creating characters for, on behalf of brands, using AI and ML to determine character, narrative and story line.

It involves identifying a few hundred thousand of the target demographic, ingesting their conversations, analyse their psychology, likes, interests and URL history, and use this intel to develop character and story that we know will really resonate - no guess work needed.

We have created tech at Live & Breathe that enables this ( its part of our Data Kinetics system ) - its the most fun application I have found to date for applying algorithms including Clustering, Neural Networking, Image analysis and psychographics through word analysis - and the results have been pretty astounding. One of the quotes from the book is below and there is a link to the book in the heading if you would like to purchase it.

(Nevill-Spencer, 2019). Nevill-Spencer explained the process his agency takes when building

'‘When we are building a virtual influencer on behalf of a brand: “First, we ask who the brand is targeting. We use machine learning tools to understand the tribes that the brand is currently communicating with. We then determine who else they should be nurturing relationships with. From there we can work out the personality type and the type of content which the virtual influencer will create. We take audience age into consideration but it’s really about the tribe’s psychographics – their interests, their opinions, what they value in society. We then build a full background for each virtual influencer giving them a family, a backstory; and a life arc.”