For years, digital influencers have dominated social media marketing. Brands have invested millions to get their products into the hands (and feeds) of people with huge audiences. But a new update to TikTok may be changing that paradigm: with the introduction of the Symphony AI, a new form of content creation is emerging - and the role of the influencer as we know it may be about to change. What is Symphony and how does it work? Presented as part of TikTok's generative AI expansion strategy, Symphony is a creation tool that allows advertising videos to be generated in an automated way - with script, voice, image and even AI-generated digital “personas”. In other words, a brand can now create a complete advertisement without resorting to a human creator. Symphony is accompanied by other solutions such as Symphony Digital Avatars, where personalized avatars (based on real people or created from scratch) can be used to present a product. In addition, there's Symphony AI Dubbing, which translates and dubs content into other languages, breaking down language barriers on a global scale. The impact for influencers (and brands) The big question is: are influencers becoming obsolete? The answer is: not completely, but the model is evolving. Automation vs. authenticity: although AI is efficient at producing content quickly and at scale, human authenticity is still an asset. Followers continue to value real experiences and genuine opinions. Micro and nano-influencers gain more strength: in a scenario where AI takes over large volumes, creators with specific niches and deeper connections with the audience become even more relevant. The role of the influencer is changing: rather than showing products, the new influencer will be a content curator, a guide who helps filter out the excess of automated information. And now, where are the strategies heading? This news should be interpreted as a warning to brands that still rely exclusively on big influencers or don't diversify their communication channels. Digital presence needs to be built with strategy, purpose and versatility. Having access to AI tools does not mean abandoning the human component. On the contrary: integrating AI-generated content with authentic human experiences can be the difference between more effective campaigns. Are you ready for the new era of digital marketing? The future of social media marketing will be hybrid: between humans and machines, between data and emotion. At Webhouse, we help companies understand and apply the best strategies for each scenario, integrating innovation with authenticity. Talk to us and take your digital presence to the next level.