In a new GfK Consumer Life ebook, Jola Burnett explores the dramatic transformation of influencers – their roles, their identities, and even their flesh-and-blood humanity. She reveals the significance of
- COVID-19 effects on influencers and brands
- a new movement towards “ugly” authenticity
- the growing preference for expertise over glamour, and
- the emergence of “synth” influencers – AI-generated celebrities who interact with real people and products.