Brands love influencers (until politics get involved)

Marketing firms are using artificial intelligence to help analyse influencers and predict whether they will opine about the election. — The New York Times

Brands love when social media stars take to Instagram or TikTok to advertise their soap, probiotic sodas, makeup and more. But many of those same brands are eager to avoid influencers who discuss politics.

Making sure the two don’t mix has become a fraught exercise in the growing, and often unpredictable, influencer industry. How can a brand join the conversation while making sure it doesn’t get too deep?