MAM
The human touch in an AI-powered world: Finding balance in influencer marketing
Mumbai: In the ever-evolving landscape of influencer marketing, where bytes and pixels dominate the scene, one might think that the organic essence of human touch is on the brink of getting lost in translation.
Algorithms and analytics dominate the discourse across multifarious industries. We are barrelling towards an ecosystem where the essence of understanding nuances and having layered thoughts can become a far cry. In this pursuit of excellence and unbridled optimization, anything and everything is susceptible to change.
Let’s hit pause and recalibrate our thinking machines for a moment and take a stroll down the avenues of influencer marketing. Here, authenticity reigns supreme. The foundation of any successful campaign is built on genuine connections and stories that resonate on a human level. It is this delicate yet potent human touch that transforms a simple message into a powerful narrative, engaging audiences with authenticity and warmth.
But, what about the dark cloud that hangs over this domain? The cloud that pumps obscure data with the intention of deceiving.
As the influence of the reel world and the real world intertwines, AI has emerged as a formidable guardian against fraudulent activities in influencer marketing. It meticulously navigates through expanses of data, discerning patterns and rigorously examines engagement metrics, identifying anomalies such as unanticipated surges in follower count or erratic engagement ratios, thus unveiling potential inconsistencies.
Through a careful exploration of audience demographics, AI unearths irregularities that may signify the presence of counterfeit followers or fabricated engagement. Additionally, it judiciously contrasts influencers’ engagement metrics against established industry standards, thereby facilitating a nuanced evaluation of authenticity.
Utilizing advanced methodologies in data analytics coupled with insightful sentiment analysis, AI proficiently differentiates between authentic engagements and those mired in duplicity. Consequently, brands are afforded the invaluable capability of making judicious collaborations fortified with discerning insights, thus navigating the intricate landscapes of influencer marketing with assured confidence and strategic precision.
While this issue persists, another challenge is catering to the exponential rise of smartphone users in India. It’s estimated that over 800 million people in this country use smartphones as the internet has penetrated all dimensions of society. This in itself is a puzzle for any brand to solve as there is no one-size fits all solution. India has always been a melting pot of culture and diversity. Finding vernacular influencers who resonate with niche communities has always been a colossal task.
Well, it used to be. With the influx of AI, we are no longer unequipped to deal with the challenges that we face today. AI tools are no longer merely backstage hands; they are co-directors, enhancing and elevating the message.
However, safeguarding the essence of human creativity and ingenuity is paramount. How can we ensure it isn’t eclipsed by the luminous advancements of technology?
What it might need is a curious expedition, exploring uncharted territories where technology dovetails with humanity. It might need to be backed with a thoughtful philosophy of ‘The Butterfly Effect’, with its essence in fostering a space where technology and humanity waltz in a seamless rhythm, each step synchronized to enhance and not overshadow the other.
We don’t want to create a tool to replace the human element but to complement it, creating a symphony of technological innovation interwoven with human intuition. It’s about nurturing connections that resonate with genuine human experiences and emotions, ensuring the narratives spun are not just heard but felt, echoing in the hearts and minds of audiences.
The promise lies in authentic narratives and fortified campaign integrity through vigilant fraud detection, that fosters streamlined workflows and data-driven decisions, technologically enriched by AI’s infinite potential, yet at the heart of it the human touch will continue to thrive, curate, and captivate.
The author of this article is Buffalo Soldiers co-founder and head of delivery Arnab Kundu.
Brands
Maharashtra panel orders Lodha to refund Rs 5 crore to homebuyers
Consumer court flags unfair practices in long-running property dispute case
MUMBAI: In a sharp rebuke to one of India’s biggest real estate players, the Maharashtra State Consumer Disputes Redressal Commission has directed Macrotech Developers to refund nearly Rs 5 crore to a senior citizen couple, Uttam and Anindita Chatterjee. The ruling, delivered on March 13, 2026, calls out the developer for “deficiency in service” and “unfair trade practices”, bringing closure to a dispute that has stretched over a decade.
The case traces back to 2015, when the couple booked a 3-BHK flat at World Towers in Lower Parel for Rs 12.22 crore, with possession promised within a year. What followed was a series of changes that complicated matters. After deciding to exit the project, they were persuaded to shift to a 4-BHK in another development priced at Rs 8 crore, with delivery scheduled for 2018. However, within months, the price was allegedly increased to Rs 10 crore. After demonetisation reshaped the market, similar flats were reportedly being offered at lower prices, but the couple were not given the benefit.
Despite paying over Rs 2.83 crore, the couple neither received possession nor clarity. Instead, in 2018, the developer unilaterally cancelled the booking, retained part of the amount as earnest money, and argued that the buyers were investors rather than consumers. The commission rejected this claim, observing that casual references to “investment” do not take away consumer rights when the purchase intent is residential.
The bench also held that the developer could not penalise buyers for payment delays while failing to meet its own delivery commitments. It noted the lack of formal documentation for revised terms and termed the prolonged retention of funds without delivering a home as exploitative.
As part of its order, the commission directed the developer to refund Rs 2.83 crore paid by the couple, along with interest at 10 per cent per annum, amounting to around Rs 2.12 crore. In addition, Rs 1 lakh has been awarded for mental agony and Rs 50,000 towards litigation costs, taking the total payout to over Rs 5 crore. The developer has been asked to comply within two months.
For now, the ruling serves as a reminder that in real estate, shifting terms and delayed promises can carry a significant cost.
