P2ferring, a global SNS data analytics company, has unveiled the “P2ferring AI Agent” to help automate hands-on work for influencer marketing campaigns.

P2ferring on Oct. 28 held its own social marketing conference, “FUTURING 26 (FUTURING),” at Amoris Yeoksam in Seoul’s Gangnam district and shared key functions of the P2ferring AI Agent and its future strategy.

P2ferring explained the background to launching the P2ferring AI Agent, citing a “vertical AI agent” specialized in influencer marketing, “SNS data governance” to consolidate fragmented data, and the need to operate campaigns on a global scale.

P2ferring CEO Ji-hoon Jang (장지훈) said that, according to 발표 자료 from the U.S. advertising industry group IAB (Interactive Advertising Bureau), the U.S. creator advertising spend market is expected to grow about 3.2 times over 5 years from 18.7 trillion won in 2021 to about 59 trillion won this year. He said that as SNS marketing becomes a key pillar of brand growth, the importance of establishing data-driven strategies is increasing.

According to the company, the P2ferring AI Agent provides functions including influencer discovery, candidate selection, budget and strategy planning, campaign operations, performance checks, market analysis and content planning.

If a marketing practitioner clicks the “Influencer discovery - Find similar creators” category in the P2ferring AI Agent menu within the P2ferring solution and enters, “Find YouTubers similar to Channel A, for a barrier cream PPL campaign, engagement rate (ER) performance of 3 percent or higher,” the P2ferring AI Agent searches for creators that meet the conditions and makes suggestions.

P2ferring CTO Hwa-seop Choi (최화섭) said the keys to a vertical AI agent are a deep understanding of a specific industry, reliable data, the ability to execute in a way that leads to real work, and product completeness that drives repeated use. He said the company will continue to focus on enhancing agent functions that support automating repetitive and consumptive tasks for marketing practitioners.