We’ve entered the ‘synthetic era’ of social media. AI can now try to generate a viral video, clone a creator’s voice, and optimise a hook for the algorithm in seconds. But there's a catch, consumers want more authentic content, not less.

On this episode of the Performance Marketing Unlocked podcast, Chris Parnell, co-founder and CCO of social-first creator agency NewGen, joins host Joe to discuss how advertisers can use AI to enhance their social media marketing and creator partnerships, without removing the 'human in the loop' and jeopardising consumer trust.

This podcast was hosted by PMW's Deputy Editor, Joseph Arthur.

~ Episode breakdown ~

(2:18) How is AI impacting social media marketing and the creator economy?

(18:05) Does AI help or hinder brand safety on social media?

(27:52) PMW's Resell Me a Pen Challenge

~ Further reading ~

IPA Bellwether reaction: 13 experts on AI’s tipping point, live events comeback and beating the cookie-free rush

What Unilever's influencer-first strategy means for marketers

‘It's a land grab for talent’: Meta, YouTube and Goalhanger bet big on creators

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