Managed Spend in Procurement Outsourcing Engagements | Market Insights™
January 23, 2024
Procurement Outsourcing
Procurement Outsourcing
Procurement Outsourcing
By leveraging generative Artificial Intelligence (gen AI), brands can elevate influencer marketing to the next level by creating compelling content that connects more deeply with consumers. In this blog, discover how AI influencers are changing the influencer marketing market and key factors brands should consider.
In an increasingly digital world, consumers seek personalized connections and are drawn to influencers who embody relatable lifestyles and offer trustworthy recommendations. Brands recognize the potential of influencer marketing to enhance visibility, credibility, and engagement. Influencer marketing fosters genuine connections that resonate with today’s consumers and provides brands with a powerful platform to amplify their message in the crowded digital marketplace.
Let’s take a look at how consumers and brands perceive influencer marketing.
Quick cut to the gen AI disruption – where cutting-edge technology meets influencer creativity. With its capability to produce creative text formats, images, and videos, gen AI brings a new opportunity to this market. It has the potential to empower influencers to craft compelling content at scale that uniquely resonates with followers.
Influencers now find themselves equipped with innovative means to captivate audiences, experiment with storytelling formats, and consistently produce engaging content that reflects the pulse of their followers.
Callout: “A survey of consumers across the UK and the US found a majority (60 percent) prefer creator content designed using gen AI. An additional poll of content creators found most (81 percent) reported more favorable audience engagement with content designed using AI technology.”
Let’s look deeper at how gen AI is being used in influencer marketing.
The use of AI influencers in marketing is a relatively recent development that has gained significant traction. High-profile brands such as Prada, Versace, Red Bull, and Tinder have all activated AI influencers for social media promotions. Although the results driven by AI influencers are similar to those of human creators, the key difference lies in creating a relatable brand presence in consumers’ minds.
In the graphic below, we compare the skill levels of human and AI influencers in important areas:
With their complementing skills, virtual and human influencers can create engaging content at different ends of the same spectrum. As gen AI becomes more prevalent in the influencer industry, balancing authenticity and AI-generated content will be crucial to maintaining genuine connections.
While the intersection of gen AI and influencer marketing presents a transformative landscape for brands to connect with their target audience, a few areas of concern still need to be addressed, including:
As influencer marketing evolves, the future is oriented toward adopting an omnichannel and full-funnel strategy. This entails brands leveraging influencer content across diverse marketing channels, from connected television (CTV) ads to opportunity-to-hear (OTH) display ads. By taking this approach, brands can establish influencer-led paid media and integrate it with commerce, removing steps in the customer journey and ultimately driving faster conversions.
To discuss the growing role of AI influencers in the influencer marketing market, contact [email protected] and [email protected].
Join our webinar, The Generative AI Advantage in Enterprise CXM Operations, to learn how enterprises are looking at generative AI-based solutions adoption to improve customer experiences.
Mexico has emerged as the new hotspot for customer experience management (CXM).
Everest Group said Mexico has a global services talent pool of nearly 197,000 full-time equivalents (FTEs). The workforce has strong multi-language capabilities in English, Spanish, French, and Portuguese. “The CXM market has been surging in Mexico, and the IT-ADM sector is showing notable growth as well, particularly as it taps into highly skilled engineers emerging from Mexican universities,” said Parul Jain, Vice President of the global sourcing team at Everest Group.
As life sciences enterprises adapt to the post-pandemic market, global macroeconomic uncertainties and geopolitical disruptions are compelling biopharmaceutical and medical devices enterprises to rethink their future growth strategy. These enterprises are rationalizing and restructuring their portfolios, strategically addressing high-priority quick-wins use cases for digital transformation, and actively seeking providers with greater domain knowledge, enhanced agility, and life sciences-specific technical expertise. Niche providers are emerging in the post-pandemic era and are establishing a strong presence in the digital services market.
In this report, we closely examine the life sciences digital services specialists state of the market while focusing on the following aspects:
Scope
The PEAK Matrix® provides an objective, data-driven assessment of service and technology providers based on their overall capability and market impact across different global services markets, classifying them into three categories: Leaders, Major Contenders, and Aspirants.
View the event on LinkedIn, which was delivered live on Thursday, January 18, 2024.
The current scarcity of talent equipped with next-generation technology skills is leading enterprises to rely more on IT service providers for needed capabilities and creating a race for providers to attain top tech talent.
Watch this LinkedIn Live to learn the findings from our recent Talent Readiness for Next-generation IT Services PEAK Matrix® assessment, including insights into the technology talent market, key trends and emerging skills, and the current landscape.
The speakers also discuss IT service providers’ workforce management and development capabilities and talent portfolio rates, as well as provide best-in-class practices that leading IT service providers have adopted to build a sustainable pipeline of high-quality, multi-skilled talent.
What questions does the event answer for the participants?
Service Provider
IT-ADM Services
View the event on LinkedIn, which was delivered live on Wednesday, January 17, 2024.
Watch this insightful discussion on navigating the landscape of Artificial Intelligence (AI). 
Everest Group experts will unravel real-world use cases that go beyond the hype, shedding light on how generative AI is making a tangible impact across industries.
Tune in for a candid exploration of the practical applications shaping the future of intelligent technologies.
What questions does the event answer for the participants?
DALLAS, January 17, 2024 — Everest Group today announced the launch of a new research report series, Service Provider Compass™, designed to provide sourcing leaders with a succinct summary of service provider’s market positions in key delivery locations. Armed with Everest Group’s evaluation and ranking of the service providers in each region, sourcing leaders are better equipped to select the service providers that can meet their talent needs for global services delivery.
“Enterprise sourcing leaders often ask us who the leading service providers are for a particular function in a specific region,” explained Sakshi Garg, Vice President at Everest Group specializing in location optimization and talent strategies. “Our new Service Provider Compass report provides the answers with a three-tiered ranking system that is easy to understand at a glance. Of course, this graphical representation is backed up by more detailed information about each provider’s strengths and challenges with respect to market presence and talent profile. The Service Provider Compass is the type of research report that packs a punch in just a few pages, and we anticipate that global sourcing readers will consider this a must-read series.”
Everest Group assesses service providers in a given region based on these core dimensions:
Based on these assessments, Everest Group ranks service providers in each region:
Everest Group’s first Service Provider Compass — “Service Provider Compass™ – Global Services Delivery from Mexico” — assesses providers of Customer Experience Management (CXM) services and Information Technology-Application Development and Maintenance (IT-ADM) services. The report also provides an overview of Mexico’s global services market, including its location value proposition, size and growth, and market activity.
“The CXM market has been surging in Mexico, and the IT-ADM sector is showing notable growth as well, particularly as it taps into highly skilled engineers emerging from Mexican universities,” said Parul Jain, Vice President in the Global Sourcing team at Everest Group. “With a global services talent pool of nearly 197,000 FTEs, Mexico continues to lead technology services delivery in Latin America. Mexico’s key advantages include its proximity to and overlapping time zones with the U.S., affordable rates, and strong English language skills. With these assets, Mexico serves as a hub for U.S. firms to set up more cost-effective centers.”
Service providers featured in the report include Accenture, Alorica, Atento, Atos, Capgemini, Cognizant, Concentrix + Webhelp, Conduent, DXC Technology, Encora, Endava, EPAM, Foundever, Genpact, GlobalLogic, Globant, HCLTech, IBM, Infosys, Konecta, Neoris, NTT DATA, Persistent Systems, Qualfon, ResultsCX, Softtek, Stefanini Group, Sutherland, TaskUs, TCS, Tech Mahindra, Teleperformance, TTEC, Wipro, and Wizeline.
The report is available for complimentary download.
Everest Group is a leading research firm helping business leaders make confident decisions. We guide clients through today’s market challenges and strengthen their strategies by applying contextualized problem-solving to their unique situations. This drives maximized operational and financial performance and transformative experiences. Our deep expertise and tenacious research focused on technology, business processes, and engineering through the lenses of talent, sustainability, and sourcing delivers precise and action-oriented guidance. Find further details and in-depth content at www.everestgrp.com.
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