Currently, it’s not easy to book campaigns with social media influencers. For beginners, influencers’ marketing methods can be unconventional and there is no standard way to interact with them. On the other hand, marketing agencies that hire people to book and track brand activity are limited by how many influencers they can participate in at one time.
In short, the old world advertising/marketing agency model is blocking the marketing ecosystem of creators in a number of ways. Would it be easy if AI chatbots could naturally interact with influencers through a platform that could scale across hundreds of advertising campaigns?
That’s what the company thinks behind it Agency marketing technology (AMT), the company has raised $3.5 million in seed funding, led by San Francisco’s VC NFX.
AMT helps book activities, track results, pay and answer queries by having its AI agent called Lyra talk to influencers in natural language. The company claims Lyra can also find influencers that match campaign goals independently.
Tom Hollands, co-founder and CEO of AMT, told TechCrunch that he himself managed an influential marketing budget, so he became familiar with the challenges. Co-founder Christian Johnston (CTO) previously established the ADTECH data infrastructure.
“The problem in the market today is that the way you expand influencer marketing is that you work 20 hours a day for 22-year-olds and you load as many of their partnerships as possible until they break down,” Holland said. “They don’t remember the names of the influencers they convey, and they’re following up manually all the time.”
AMT adopts a combination of AI models, including OpenAI for general use, Google’s multi-modal Gemini (i.e., analyzing creators’ videos) and “tones” of ume AI. The Dutchman added: “We use the best model for each task, independent of the provider.”
The Dutch believe that since AI can actually “watch” and “understand” the content of influencers to a certain extent, it can provide a more personalized experience.
“[AI] It is actually understandable tone of every influencer,” said the Dutch. [a] Partner Managers are because it has a relationship history for all these different conversations. ”
After the AMT, which launched three months ago, relocated to San Francisco, he said it has attracted customers like Le Petit Luetier, Neoplants and Wild.
Influencer market is expected to be worth it $266.92 billion this yearAnd traditional influencer marketing SaaS platforms such as grinning, rising, and markets like Shopmy and Agenio require human participation in order to conduct activities. These are usually charged through the seat. Obviously, AMT’s AI-driven approach has very different economics, given that humans are involved in much smaller numbers.
AMT says it usually takes nine hours of manual work to ensure a single influencer partnership, but the platform only has five minutes.
“AI fundamentally reshapes the industry, and marketing is no exception,” NFX general partner Pete Flint added in a statement.
