Influencers: Navigating IP Ownership, Reputational Harm And The Rise Of AI-Driven Avatars

Influencers have become a cornerstone of modern marketing strategies. A social media influencer is an individual who has established credibility, expertise or a strong personal brand in a specific niche or industry and uses social media platforms to engage with a dedicated audience. Influencers typically have the ability to affect the opinions, behaviours and purchasing decisions of their followers due to their perceived authenticity, relatability or authority.

Influencers' ability to connect with audiences on a personal level has made them invaluable for brands seeking to build trust and authenticity. However, working with influencers is not without its challenges. From disputes over intellectual property (IP) ownership to the risk of reputational harm, brands must carefully vet influencers. Adding a new layer of complexity is the rise of AI-driven influencers (i.e., an avatar, not an individual) which introduces unique opportunities and challenges to