New GfK Consumer Life ebook

From AI to COVID-19:
The transformation of influencers in a culture of doubt

Get your copy of our latest ebook today

From ultra-rich Hollywood families to 10-year-olds un-boxing the latest hot toys – influencers have taken on many shapes and sizes with the rise of online video and marketing. But with the rise of COVID-19, trust-challenged consumers have come to question the authenticity of even the most approachable informants, changing the influencer game in radical, unexpected ways.

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.

Fill out the form to the right to get your copy today! 


Learn more about this eBook on the Thinking Ahead Podcast