Big Tech are paying up to $600,000 to influencers to promote their AI. Now the race is about perception

European tech giants are intensifying their efforts to capture market share in the burgeoning artificial intelligence sector, with a notable surge in marketing expenditure. This strategic pivot highlights a growing recognition of the importance of public perception and user adoption for AI services. Major players are investing significantly to ensure their AI offerings resonate with a broader audience. The new frontier for AI promotion appears to be influencer marketing, with companies like Microsoft and Google reportedly engaging content creators for substantial fees. Reports indicate that some partnerships are valued at up to $600,000 for extended collaborations, aiming to integrate AI tools into the regular content streams of influencers. This approach contrasts with traditional advertising, suggesting a focus on organic integration and trusted endorsements. This trend signals a shift in how advanced digital technologies are being brought to market, moving beyond technical specifications to encompass user experience and everyday applicability. The significant investment in influencer campaigns underscores the competitive landscape and the race to establish dominant positions in the AI space across Europe. The effectiveness of these strategies will likely shape future digital marketing practices for emerging technologies.