Influencer marketing agency Social Soup has created a new content tool that uses predictive AI and machine learning to analyse millions of ads and identify the most effective content based on paid objectives.

Part of Social Soup's plan to integrate cutting-edge technology into its influencer marketing strategy, the new content tool will be officially revealed at Social Soup's 'AI in Action' webinar on Tuesday, 22 October.

The tool gives each piece of content is given a tailored score, enabling smarter, scaled campaigns that align with platform algorithms, such as those across Meta and TikTok, complementing Social Soup's existing micro-creator offerings.

Founder and CEO of Social Soup, Sharyn Smith, said: "We're thrilled to bring this new AI content optimisation tool into our tech stack. It's been a long time in the making as we refine our offering with what works best for both brands and creators. By empowering brands and creators with data-driven insights, we're optimising content selection and enhancing the effectiveness of campaigns. It works especially well for our many micro influencer campaigns that produce hundreds of content pieces, allowing us to choose and activate individual pieces at scale. It's about ensuring that the right message reaches the right audience, and in a way that drives lasting impact. It's also a very natural evolution for us, building on the successful Shop & Scan technology we introduced last year."

"Shop & Scan demonstrated the potential of AI in delivering targeted sampling and higher repeat purchases, and this new AI content tool takes that further by refining every step of the content amplification process," Smith added.