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"As social media becomes increasingly saturated by AI, a greater premium will be placed on authentic, trustworthy creators and content."
Rebecca McGrath, Associate Director for Media and Technology
Influencer fatigue hangs over the sector as consumers grow tired of being constantly sold to. The biggest opportunity lies in doubling down on authenticity, human connection and high-effort content, such as tutorials, while the principal threat is perceived irrelevance of, or even disdain for, brands or creators seen as inauthentic or out of touch.
AI tools, such as digital twins, provide many opportunities for creators. While sentiment towards AI and social media personalities is split, it generally skews more positive. 41% of people who follow social media personalities feel positively about them being AI-generated. However, 42% have stopped following a personality because of the AI content they have posted. AI needs to be implemented with care and transparency, without compromising the core appeal of a creator.
67% of those who follow social media personalities want them to address more serious issues. For creators, it can be difficult to know how best to navigate troubling times. While they don’t need to overhaul their content, acknowledging troubling issues can build trust, with audiences increasingly wanting to know where creators stand.
Platforms face tightening regulation over AI chatbots and child safety, forcing compliance, age restrictions, and a shift in creator and brand strategies.
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
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We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
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Mintel gives us all that. It’s a great brand and one that is trusted by clients.
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
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