So, I just hit 24,000 followers on LinkedIn — pretty cool, right? But as I look at that number, I can’t help but wonder: what does it really mean? In a world where AI and algorithms control so much of what we see online, do I really influence these people? Are they actually interested in my posts about industrial measurement, sustainable innovation, and reputation management, or am I just another voice lost in the digital noise?
Let’s dive into this and see if we can figure out whether human influence still holds any weight in a world where algorithms seem to have taken over.
What influence used to mean
Back in the day, influence was pretty straightforward. If you had it, you could change how people thought, felt, or acted. Whether you were a politician, a teacher, or just someone with a big personality, influence meant you had the power to sway opinions and behaviours.
In the world of marketing, “influence” has been all about driving decisions—getting people to buy something, support a cause, or follow a trend. Then came social media, and suddenly, anyone with a big enough following could be an “influencer,” swaying everything from fashion choices to political opinions.
Enter the algorithms
But now, the game has changed yet again. Social media platforms like LinkedIn, Instagram, and Twitter aren’t just neutral stages for us to perform on—they’re powered by super-smart algorithms. These algorithms decide what content gets seen, liked, and shared, all based on what they think will keep people scrolling (and keep the ad dollars rolling in).
So, here’s the big question: If an algorithm is the one deciding which of my posts reach my followers, am I really the one influencing them? Or am I just a pawn in a much bigger, AI-driven game?
In a 2018 paper, Taina Bucher talks about algorithms as “social actors” with their own kind of power. They’re not just tools we use—they actively shape our digital world. So maybe, in this age of algorithms, they’re the ones doing the influencing, not us.
The illusion of influence
Here’s where things get tricky. When I post about industrial measurement or sustainable innovation, I’d like to think I’m making an impact. But if only a small fraction of my 24,000 followers ever see those posts—because the algorithm decided most of them wouldn’t be interested—am I really influencing anyone? Or is my “influence” just an illusion?
Algorithms often promote content that stirs up strong emotions—think sensational headlines, polarizing opinions, and clickbait. That’s great for engagement but not so great if you’re trying to have a thoughtful, nuanced conversation. It makes you wonder: Is the very nature of influence changing in a way that makes it harder for genuine, positive ideas to take hold?
Rethinking influence in the age of AI
So, what do we do about this? Maybe it’s time to redefine what we mean by influence. Instead of focusing on how many people see our content (a number that’s largely out of our control), we should think about how deeply we connect with the people who do engage with it.
This means shifting our focus from quantity to quality. Even if only a small group of my followers sees my posts, if those people really think about what I’m saying, share it with others, or take action because of it, then maybe I still have influence — just in a more focused, meaningful way.
Authenticity matters more than ever
Another thing that’s becoming clear: In a world full of algorithms and AI, authenticity matters more than ever. Algorithms might be great at promoting content that gets clicks, but they can’t replace genuine human connections. If we stay true to ourselves—posting content that’s real, thoughtful, and consistent—we can cut through the noise and build deeper connections with the people who do engage.
Robert Cialdini, who literally wrote the book on influence, says people are more likely to be influenced by those they trust and find credible. So even if algorithms control who sees our content, the trust and connection we build with our audience are still crucial for real influence.
The legal side of things: What happens when AI takes the wheel?
Now, let’s talk about the legal angle—something that’s been on my mind a lot lately, especially after finishing my LLM thesis on AI and inventorship in patent and copyright law. Here’s where things get really interesting: If AI can create, invent, and even influence, who gets the credit? Who’s the real influencer?
In patent law, inventors have always been human. But with AI creating things, we’re starting to ask whether an AI could be considered an inventor. And in the world of copyright, if an AI writes a song, who owns it? These questions are shaking up our traditional ideas about who creates and who influences and formed the basis of my 20000 words on the impact of the Thaler DABUS trials globally.
If AI-generated content starts dominating our feeds, it blurs the lines between human and machine influence. We might even get to a point where algorithms, not humans, are seen as the primary influencers online. That’s a pretty wild thought, but it’s not far-fetched in a world where AI is getting more sophisticated by the day.
Looking ahead: What’s next for human influence?
So, what does the future hold for us humans in this AI-driven world? AI will keep getting better at predicting what we want to see, and algorithms will keep optimizing what shows up in our feeds. But that doesn’t mean we’re out of the picture.
Instead of seeing this as losing control, we must see it as an opportunity. Algorithms can’t replicate the complexity of human thought, emotion, and connection. If we focus on being authentic, engaging deeply, and building meaningful relationships, we can still carve out a space for human influence that’s powerful in its own way.
Wrapping it all up: A new kind of influence
In the end, even though AI and algorithms have changed the game, human influence isn’t dead — it’s just evolving. As I continue to share my thoughts with my 24,000 LinkedIn followers, I know my influence might not be as wide-reaching or direct as I’d like. But by focusing on authenticity, meaningful engagement, and real connections, I can still have a significant impact.
This new kind of influence isn’t about numbers; it’s about the depth and quality of our interactions. It’s about staying human in a world increasingly shaped by AI. And as long as we hold on to that, we can still make a difference, even if algorithms seem to be running the show.
By Jonathan Hirasawa Ashton, Head of Marketing and Communications, KROHNE
