Category: In the News

Marketers are handing more of their workflows over to AI — testing media activation agents, making creative and scaling it. The line around what still requires a human touch, however, is fuzzy.

Some executives are wary of AI-generated creative ideas while using automated tools to brainstorm campaigns. Others insist AI’s role in how brands talk to shoppers should be limited, while relying on it to scale assets consumers see.

What marketers can agree on: they trust AI to help them spend their money — but not craft the messages they want to spend around.

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Imagine this: you’re an avid viewer of a rather small streamer jumping on to catch their daily video game session when you notice something odd. The streamer, who you’ve watched regularly for six months alongside a few dozen viewers, has nearly 10,000 viewers. The stream chat, usually populated by just a few engaged fans, isn’t flooded with new chatters. What’s going on?

This is viewbotting, or the practice of artificially inflating viewer counts with automated software, aka bots.

In the robust and ever-changing creator economy, which is currently grappling with how to approach streaming as short-form content and clipping become more popular, viewbotting is quickly becoming a major issue. 

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