Updated March 5, 2026
0:00 Welcome to Colaberry AI podcast brought to you by Colaberry AI Research Labs and Carl Foundation. Glad to be here. Today, we're diving into, Alright. How AI is changing influencer marketing. Sounds good. 0:11 You know how brands are always working with influencers these days? Yeah. Definitely But I was looking at some info about this company, Agentic Marketing Technologies. Yeah. AMT. 0:20 Yeah. AMT. Okay. And they've created this AI called Lyra. Interesting. 0:25 What does it do? Well, that's what we're gonna figure out today. Like, how does this technology actually work? Okay. And what does it mean for how brands, Connect with people online? 0:34 Yeah. Like, all these creators out there? Makes sense. It's definitely a hot topic. A lot of potential for disruption. 0:40 Absolutely. Because right now, if a brand wants to work with influencers Yeah. It can be Kind of a mess. A mess. Yeah. 0:47 Our sources were saying that, like, even just finding the right influencers Right. Booking them and, like Keeping track of everything. Keeping track of it. Okay. There's no, like, standard playbook. 0:57 Right. There's no playbook. It's Everyone's kinda figuring it out as they go. Yeah. And a lot of brands are still relying on, like, these marketing agencies Right. 1:05 With big teams Huge teams. Yeah. To handle everything. A lot of manual work. Yeah. 1:10 But how much can these teams actually handle? That's the issue. Right? Like, you can only scale human teams so far. There's a limit to how many influencers People can manage Exactly. 1:22 They get burnt out. They get burnt out for sure. And the CEO of AMT, Tom Hollins, had a really interesting way of putting it. He said, it's often, like, 22 year olds working twenty hours a day. Oh, wow. 1:32 So you can picture these young people just swamped, trying to manage all these partnerships at once? Once? Yeah. Like, constantly emailing back and forth Totally. Us to stay on top of things. 1:41 And that's exactly the problem that this AI Lyra is designed to solve. So, essentially, it's like, AMT is creating an AI employee. Yeah. An AI employee to do a lot of that grunt work. The grunt work so that It's the humans can focus on the more strategic stuff. 1:56 Yeah. Like the strategy. To create Yeah. The bigger picture. Exactly. 1:59 And it sounds like Lyra could do a lot. Like, our sources say it can go through tons of data. Like, Like, how much data are we talking? We're talking over a billion signals. Wow. 2:08 A billion. And, like, over a 100,000,000 creators Okay. To find the best ones for a specific campaign. I mean, that's way more than any human team could ever handle to sift through all that. Manually. 2:22 Yeah. Manually, it would take forever. Forever. And not only does it find them, but then it vets them too. What does that mean vetting? 2:28 So it checks them against over a 150 different criteria Oh, wow. Using AI. So, like, whether the creator is a good fit for the brand. Right. Brand safety, all that. 2:38 Yeah. And it does all that automatically. So nobody has to manually scroll through, like, hundreds of Instagram profiles. Exactly. That's huge. 2:46 Saves so much time. And get this. It can actually build relationships with the creators. Wait. Hold on. 2:50 An AI building relationships. I know it sounds crazy, but they call it creating authentic relationship. I know. I'm curious. How does an AI even do that? 2:58 Well, it uses all this data Right. To personalize its interactions. Okay. So, like, tailoring the messages to each individual. Yeah. 3:06 And remembering past interactions so that, hopefully, the creators wanna work with the brand again. So, like, building a genuine connection over time. Yeah. And to be honest, a lot of it comes down to just automating the day to day stuff. Like what kind of stuff? 3:20 Like writing emails, negotiating contracts Okay. Making sure products get shipped, sending follow-up messages. Right. The logistics of of it all. Yeah. 3:27 And even handling payments, all that stuff that takes up so much time. Yeah. And that doesn't necessarily need a human touch. Like, those are tasks that an AI could probably do pretty well. Exactly. 3:38 And on top of all that, Lyra can actually see when a creator posts something about a campaign. Okay. And then it can connect that content directly to sales data. So the brand can see exactly how well the campaign is performing. Exactly. 3:52 And all that reporting is automated too. Using AI. AI. So, basically, this one AI can manage almost the entire process of working with influencers. Wow. 4:03 That's a pretty big deal. Huge. And, you know, I was curious how they built this technology. Yeah. What kind of AI are we even talking about? 4:09 Well, it's not just one type of AI. They're using a bunch of different models. Okay. Like, they're using OpenAI's models for some of the general stuff. Yeah. 4:16 General language processing. And then they're using Google's Gemini model to analyze video content and images. Okay. And then they're using Hume AI to understand the tone of communications. So they're taking the best AI for each specific task. 4:31 Exactly. And Tom Hollins, the CEO, was saying that AI can actually watch influencer content and understand it. Like, what do they mean understand? He was saying it can understand the nuances of each creator's style and tone. Okay. 4:47 So, like, how they express themselves? Yeah. And that allows the AI to communicate in a way that feels more personal and relevant. So back to that authentic relationship thing. Exactly. 4:56 And not only can it analyze the tone, but it can remember past interactions too Right. Even across different brands. Oh, wow. So, like, it has this whole relationship history? Yeah. 5:06 Like a human would. That's pretty wild. So it's almost like they've created a CRM, but for influencers. An AI CRM. Yeah. 5:13 And you know what's really interesting? Yeah. They only launched three months ago. Oh, wow. So it's brand new? 5:18 Brand new. And they already have some big clients like Le Petit Le Natier Neo Plants and Wild. Okay. So they're getting some traction early on. Yeah. 5:27 And the results are pretty impressive. Like, Loupe Tiflousnatier saw a 5.8 x return on ad spend. That's huge. And they're partnering with thousands of creators every month in multiple languages. I mean, that's a scale that would be really hard to achieve with just human teams. 5:45 Exactly. And then Wild, for their US launch, they got over 700 pieces of content live in just one month. That's a lot of content. Yeah. And they specifically mentioned how effective those personalized follow-up messages were. 5:58 So the AI is actually delivering results. Yeah. And it's important to remember that influencer marketing is a huge industry. It's projected to be worth almost $267,000,000,000 this year. Year. 6:08 So there's a lot of potential for disruption here. Yeah. Because right now, a lot of these influencer marketing platforms, they still need a lot of human input. Yeah. And they usually charge per seat. 6:17 So the more people you have using it, the more it costs. Exactly. So EMT's approach could really change things. Potentially. Especially when you think about the time savings. 6:26 What do you mean? Well, our sources said that it can take, like, nine hours of manual work to get just one influencer partnership going. Oh, wow. EMT says they could do it in five minutes. Five minutes. 6:36 That's a big difference. Massive. And Pete Flint from NFX, he actually led their initial investment. Okay. He said that AI isn't just building tools anymore. 6:46 It's replacing human work. That's a bold statement. Yeah. He's saying that AI is gonna become a core part of marketing technology. Which, you know, thinking about what we talked about at the beginning, this could be a really big shift. 6:59 Yeah. A huge shift in how brands and creators connect. And what it means to work in marketing. Totally. So it sounds like the main takeaway here is that AMT's Lyra is a totally new way of doing influencer marketing. 7:10 Yeah. Using AI to automate so much of the process. Finding creators, vetting them, managing campaigns, tracking results. It could make it possible for brands to work with way more influencers. And do it much more efficiently. 7:24 Yeah. So here's something to think about. As AI takes over more of these day to day tasks Yeah. What new roles will open up for humans in marketing? That's a good question. 7:33 And how will this impact creativity and the relationships between brands and individuals? Definitely something to keep an eye on. For sure. This is just the beginning. Absolutely. 7:42 Thank you for listening in. It was great being here. 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