Ramanathan Vythilingam

speaker

390 appearances 1 recordings 1 series first heard Jul 2026 last heard 13 Jul

Ramanathan Vythilingam’s voice in public audio — every appearance, attributed to the second.

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recordings per month · last 12 months

Recordings per month over the last 12 months — 1 in all, peaking in Jul 2026 with 1.

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Looking Outside · Who are 'influencers' influencing? (Marketers.) - Marketing Professor Ramanathan Vythilingam · 13 Jul 2026 podcast

Um, it becomes the, you know, the the critical point.

Synthetic influencers are already here and it'll get to a stage where you would not know whether you are actually seeing a person demo the product or if it's a synthetic avatar talking about the product anymore.

And I think legislation is gonna come in where like today brands have to highlight that it's a sponsored post.

Tomorrow I think they will need to highlight that this is an AI rather than a real person.

The question then is what is the role of influencers?

Or synthetic influences in that world, right?

So then you're moving away from authenticity and credibility.

And people like me use this product, and therefore I'm more likely to look at that content.

I mean, that goes out the window completely because you know I'm looking at a robot talking about skin cream or whichever product it is.

So I think we're still in those early stages on how will people react to synthetic influences.

I think we really

We need to you know kind of monitor.

Which then becomes even more important for that video to be very objective about what it is and what it is intending to do.

I think they could still be a role that it plays, but this space will definitely evolve, I think.

Maybe it'll become even more of a premium to work with human influencers and maybe to do the consideration mid-funnel piece.

And maybe these AI avatars will still do just to the awareness.

He has a six-second

Second video with uh you know AI Avatar introducing the product.

But once I want to know more about the product and its personal experience and all of that, and therefore that mid funnel is where again I'm gonna be looking for real human stories, it's gonna really cement around this idea of human expertise, human credibility, uh storytelling.

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