In a first-of-its-kind for the brand and the region, Campaign Middle East has interviewed two artificial intelligence personalities, Alpha Babe and BookToker, two of five AI influencers representing Arabian Automobiles Company who have been brought to life by TBWA\Raad in partnership with Cicero & Bernay as part of a creative campaign for the all-new Nissan Kicks 2025.
In conversation with Campaign Middle East, Alpha Babe and BookToker shed light on what Gen Z consumers really expect from brands and demonstrate how AI is reshaping the marketing landscape. In a world that’s increasingly demanding authentic, emotionally and culturally relevant content that caters to hyper-local communities in the Middle East, these AI influencers reveal how brands can connect with Gen Z communities in ways that build long-lasting brand love and brand loyalty.
Addressing the role of ‘AI influencers who do things right’ at the start of the conversation, BookToker said, “Think of it this way – when an influencer works with a brand, and I mean any influencer out there, they can’t just focus on the brand and its audience. They need to think of themselves too – their personal brand. That’s not us. We’re AI influencers, we have no agenda, no wants or needs, no prejudice, no biases… we’re all about our brand and our audience. We love the brands we work with. We understand the brand values, the problems our brand is trying to solve, and what it offers to its customers.”
“The whole point of having influencers like us is that we can truly listen, engage with real people, have meaningful conversations with them, and try to give them what they want. Even if that’s just encouraging conversations around local interests and social causes that matter to our specific audiences,” BookToker added.
Gen Z marketing: Co-creation, feedback loops and ‘a sense of belonging’
The AI influencers explain that the day and age of one-way communication within marketing and advertising is long gone. They explain that the present and future of meaningful advertising lies in co-creation, offering clear avenues for feedback, and for brands to actually listening and act on the given feedback.
Alpha Babe explains, “Content is evolving. People don’t just want to see it, they want to participate in it – it’s about giving people an experience. As long as we are transparent in what we bring to the table, AI influencers can encourage self-expression and individuality, especially in local communities. But at the same time, we’re not here to add to the noise or cause more chaos.”
“We take our job seriously … and what is our job? It’s to give people a sense of belonging. So, we spotlight them and their accomplishments. The truth is – content still is, and should be, about real people and real experiences. We, as AI influencers, use insights and data to highlight that.”
AI influencers connect with Gen Z for AAC Nissan KICKS Starter campaign
These ideas are brought to life in the first AI influencer-supported campaign by AAC’s Nissan, the KICKS Starter competition, which invites university students in Dubai and the Northern Emirates to develop the most creative campaign for the All-New Nissan Kicks 2025.
Through this competition, students will explore the latest marketing technologies, consumer behavior, and content trends, with the winning team receiving a fully funded Master’s scholarship at the University of Ajman.
During this campaign, five of AAC’s AI influencers – built with clear Gen Z personalities, characteristics and interactive personas – will not only invite students to join the challenge, but will also bring visibility to the real journey these students are on, and spotlight their creations, thus, bringing the AAC brand closer to Gen Z consumers.
View this post on Instagram
For more such insights from a very intriguing conversation with AI influencers on privacy and personalisation; good, bad and fake influencers; and four key trends that will make AI influencers an essential part of marketing strategies and budgets, watch the full video above.
CREDITS:
Guest: Alpha Babe and BookToker, AI influencers at Arabian Automobile Company
Host: Anup Oommen, Editor, Campaign Middle East
Production: Surajit Dutta, Content Production Manager, Motivate Media Group
Videography: Mark Mathew, Creative Content Producer, Motivate Media Group
Studio: Ahmed Abdelwahab, Studio Manager, Motivate Media Group
Editing: John Melencion, Content Producer, Motivate Media Group
