The evolution of influencer marketing is steering brands toward strategies that are more personalised, impactful, and consumer-centric. Among these strategies, I see influencer bundling as a game changer. By grouping complementary influencers into personalised cohesive collaborations, brands can deliver campaigns that address customer’s unique needs more comprehensively.

A key enabler of this evolution is the Jobs to Be Done (JTBD) framework, which helps brands understand the specific goals or “jobs” consumers aim to achieve when engaging with a product or service. By applying JTBD, brands can create personalised bundles of influencers that align directly with what matters most to that customer.

What Is Influencer Bundling?

Traditional influencer marketing typically involves collaborations with individual influencers. Influencer bundling, by contrast, strategically groups influencers into theoretical coordinated teams that deliver cohesive messaging. The goal is to provide audiences with content that addresses multiple dimensions of their interests, needs, or aspirations.

Influencer Bundling: Leveraging AI to dynamically group influencers into cohesive collaborations, designed to deliver hyper-personalised campaigns that address the multifaceted interests, needs, and aspirations of each customer.

How JTBD Could Guide Influencer Bundling

The Jobs to Be Done (JTBD) framework focuses on the underlying goals consumers have when they seek solutions. These “jobs” may include functional tasks (e.g., improving health), emotional needs (e.g., reducing stress), or social drivers (e.g., appearing more successful). JTBD helps brands pinpoint these motivations, enabling them to select and bundle influencers who collectively cater to these goals.

Scenario: Personalised Bundling for Mental Performance

Imagine a consumer seeking ways to enhance mental performance. Using the JTBD framework, a health supplement brand identifies the job as “improving brain function to achieve better productivity and focus.” Based on this insight, the brand targets this consumer with a personalised influencer bundle:

A neuroscientist providing scientific insights into brain health and the product’s ingredients.
A biohacker sharing practical lifestyle tips and routines that include the product.
A productivity coach demonstrating how enhanced brain performance can improve work outcomes.
A nutritionist explaining how the supplement complements a brain-healthy diet.
A fitness trainer demonstrating exercises that may help improve cognitive function.

Why This Approach Works

Multi-Dimensional Relevance: Each influencer addresses a distinct aspect of the consumer’s goal, providing a comprehensive solution.
Increased Credibility: The combination of expert, practical, and relatable voices builds trust.
Enhanced Personalisation: The campaign feels tailored to the consumer’s specific needs, increasing engagement and conversions.

Stat: Personalised campaigns that align with customer goals drive 3x higher engagement than non-personalised strategies (1).

The Role of AI in Enabling Influencer Bundling

While JTBD identifies the “job” the consumer wants to accomplish, AI helps brands execute this strategy by analysing data and creating targeted influencer bundles.

Identifying Consumer Patterns
AI processes behavioural data, such as browsing habits, content preferences, and purchasing history, to uncover insights about what consumers are trying to achieve. For example, a customer frequently engaging with fitness content for new mothers might benefit from a bundle that includes workout coaches, nutritionists, and mindfulness influencers who also happen to be mothers.
Matching Influencers to Jobs
AI evaluates influencers’ content, tone, and audience demographics to identify those who align with the consumer’s goals. It ensures that bundled influencers complement each other, creating a unified narrative linked to that specifc job to be done, such as losing pregnany weight.
Streamlining Execution and Tracking Performance
AI automates the operational aspects of dynamic bundling, including influencer selection, contract negotiation, and campaign management. Additionally, it tracks and measures the performance of bundled campaigns in real-time, providing actionable insights to optimise future strategies and ensure maximum ROI.

Stat: AI-driven influencer strategies have been shown to increase ROI by up to 30% compared to traditional methods (2).

Types of Influencer Bundling

Behaviour-Driven Bundling

AI algorithms unlock the potential of influencer collaborations by analysing extensive behavioural data to identify patterns in consumer engagement. This process reveals synergies among influencers whose content complements one another, creating impactful and highly relevant collaborations for personalised targetting.

How It Works:
AI identifies influencers who align with specific goals or interests based on content consumption patterns. For example, a consumer interested in improving overall wellness might engage with content around fitness, nutrition, and mindfulness, but who also consumes a lot of biohacking content. A bundled group of influencers promoting a health supplement brand could include:

A personal trainer sharing effective exercise routines and performance biohacking.
A nutritionist offering practical biohacking meal plans and dietary tips.
A mindfulness coach delivering biohacking inspired stress-management techniques.

Why It Matters:
This bundling approach delivers a holistic experience tailored to the consumer’s specific and nuanced needs, fostering deeper trust and engagement. By providing complementary content across multiple influencers, brands can amplify their collective reach and influence, building loyalty and credibility with their audience.

2. Product-Driven Bundling

Brands can take inspiration from product bundling strategies in e-commerce to create thematic and unified influencer campaigns. By grouping influencers who collectively communicate a cohesive narrative, brands can educate, engage, and convert audiences more effectively.

Example:
A skincare brand could bundle influencers to build a 360-degree campaign for a woman in her 50’s, such as:

A beauty influencer demonstrating a daily skincare routine using the brand’s products for women over 50.
A dermatologist explaining the science behind the product’s ingredients and benefits for older skin.
A wellness advocate connecting skincare to broader considerations, such as menopause.

The influencer bundle for a 35 year old male could include:

A sports influencer demonstrating a daily men’s skincare routine using the brand’s men’s range.
A dermatologist explaining the science behind the product’s ingredients and benefits for men’s skin.
A wellness advocate connecting skincare to broader considerations, such as beard care.

Impact:
This approach spans multiple consumer touchpoints, creating a well-rounded narrative that resonates with diverse audiences. By combining the expertise of a dermatologist, the relatability of a beauty influencer, and the aspirational lifestyle of a wellness advocate, the campaign builds credibility, authenticity, and relatability. The result is a more engaging, trust-building consumer journey.

3. Topic-Centric Bundling

AI takes bundling a step further by enabling the creation of influencer collaborations around specific themes or interests. This approach caters to niche audiences with highly personalised and tailored content.

How It Works:
AI analyses trending topics and consumer interests to curate bundles of influencers who can deliver complementary content within a unified theme. For instance, in a travel campaign, an influencer bundle for a cost-conscious foodie could include:

A photographer showcasing stunning visuals of destinations.
A budget travel expert offering cost-saving tips and tricks.
A food blogger exploring and reviewing local cuisines.

The influencer bundle for a splurge inclined fashionista could include:

A photographer showcasing stunning visuals of high-end malls.
A luxury travel expert offering tickets to the city’s fashion week.
A style blogger exploring and reviewing local boutiques.

Benefits:
This strategy appeals to niche audiences by addressing their diverse interests through multi-dimensional content. Bundling ensures that every facet of the topic is covered, offering a cohesive and authentic experience. By delivering content that feels personal and relevant, brands can significantly enhance engagement and connection with their audience.

Future Potential:
Topic-centric bundling holds immense promise for emerging trends. For example, a sustainability-focused campaign for a 22 year old environmental science student could feature:

A sustainable fashion influencer promoting eco-friendly wardrobe choices.
An environmental scientist discussing the importance of conscious consumerism.
A lifestyle influencer sharing practical tips for reducing waste.

The influencer bundle for a 45-year-old driver interested in EV cars could include:

A climate change influencer highlighting how electric vehicles significantly reduces carbon emissions and contributes to a sustainable future.
An environmental scientist explaining the benefits of EVs in reducing air pollution and the importance of adopting renewable energy-powered transportation.
A lifestyle influencer sharing practical tips on integrating EVs into daily life, such as maximising battery efficiency, planning charging stops, and showcasing the long-term cost savings.

This type of bundling allows brands to position themselves as leaders in niche spaces, while offering consumers a cohesive and values-driven narrative that resonates deeply.

Key Trends Shaping AI-Driven Influencer Bundling

Hyper-Personalisation: AI will refine the bundling process to deliver one-to-one personalised experiences for consumers. Campaigns will align with individual preferences, ensuring that every influencer in the bundle resonates with the target audience’s unique needs.
Dynamic Bundling: AI will enable bundles to evolve in real-time based on audience feedback and performance metrics. This adaptability will ensure campaigns stay fresh, relevant, and engaging, maximising their impact over time.
Integration of Virtual Influencers: As AI advances, virtual influencers will become part of the bundling ecosystem, blending human creativity with AI precision. These digital personas can be programmed to align seamlessly with campaign goals, adding a futuristic edge to influencer marketing strategies.

The Power of Personalisation

The hallmark of influencer bundling is its ability to deliver hyper-personalised campaigns that align with individual consumer preferences.

Consumer Recognition: Bundled influencers demonstrate that brands understand their customers’ needs.
Diverse Perspectives: Influencers bring varied expertise, creating a richer narrative.
Enhanced Trust: Collaboration between influencers reinforces messaging, building credibility.

Stat: 80% of consumers are more likely to purchase when brands offer personalised experiences (3).

The Future for Influencers in an AI-Driven Bundling Landscape

The emergence of AI-driven influencer bundling is set to reshape the influencer marketing ecosystem, presenting both opportunities and challenges for influencers while driving transformative trends in the industry. Here's what the future holds:

New Collaboration Opportunities and Expanded Reach

AI-driven bundling will foster increased collaboration among influencers, pairing them with others in curated groups that align with consumer needs and preferences. These bundled campaigns will expose influencers to broader, more diverse audiences, amplifying their reach and relevance. For example, an education-focused campaign could pair a technology educator showcasing innovative learning tools with a study strategist sharing tips for effective learning, and a mental health advocate discussing techniques for managing study-related stress, creating a comprehensive narrative for students and lifelong learners.

Accountability and Performance Transparency

With AI delivering granular performance analytics, bundled influencers will face collective accountability in addition to individual metrics. Brands will demand measurable results not just from each influencer, but from the combined performance of the bundle as a whole. Metrics such as engagement rates, cross-influencer audience reach, click-throughs, and conversions will be closely monitored to evaluate how well the bundle functions as a unified campaign. This shift rewards influencers who not only deliver consistent, authentic value individually but also collaborate effectively within the bundle to align with broader campaign goals, creating a cohesive and high-performing narrative.

The Importance of Specialisation and Authenticity

Niche expertise will become a cornerstone of success in an AI-driven environment. Influencers who cultivate distinct, authentic voices and focus on specialised areas—such as sustainability, productivity, or skincare—will be more likely to be included in curated bundles. This emphasis on relevance ensures that each influencer in a bundle contributes meaningfully to the overall campaign narrative.

Challenges and Ethical Considerations

As the adoption of influencer bundling grows, brands must navigate a range of challenges and ethical considerations to ensure sustainable and effective campaigns. These issues are central to maintaining trust with consumers, fostering meaningful collaborations with influencers, and ensuring fairness in the marketplace.

1. Data Privacy: Building Consumer Trust

The foundation of AI-driven influencer bundling is consumer data. AI analyses behavioural patterns, preferences, and engagement metrics to craft personalised bundles. However, the use of such data raises significant privacy concerns.

Why It Matters: Mishandling consumer data or using it without proper consent can erode trust, damage brand reputation, and result in regulatory penalties under laws like GDPR or CCPA.
Solutions: Brands must implement strict data governance practices, ensure transparency about how data is used, and prioritise obtaining explicit consent from users. Anonymising data and limiting access to sensitive information are essential steps to build consumer confidence.

2. Authenticity Risks: Preserving Influencers’ Unique Voices

The authenticity of influencers is a key driver of their success. Audiences trust influencers because they see them as relatable, genuine, and independent. Bundling influencers together poses the risk of diluting this authenticity.

Why It Matters: If a bundle feels overly orchestrated or contrived, it can undermine the perceived genuineness of influencers and diminish the campaign's impact.
Solutions: To mitigate this risk, brands should ensure that influencers within a bundle maintain creative control over their messaging. Collaboration should amplify, not overshadow, their unique voices. Selecting influencers who naturally align with the campaign's values and themes is critical to preserving authenticity.

3. Fairness: Combating Algorithmic Bias

AI-driven influencer bundling relies on algorithms to select and group influencers. However, biases in AI models can result in unfair practices, such as favouring certain demographics or overlooking underrepresented voices.

Why It Matters: Algorithmic bias can perpetuate inequalities, marginalising diverse influencers and limiting the inclusivity of campaigns. This not only harms influencers but also alienates audiences who value representation.
Solutions: Brands must audit their algorithms regularly to identify and address biases. Actively seeking out diverse influencers and ensuring fair opportunities across different backgrounds, locations, and niches are essential steps. Partnering with third-party organisations that advocate for diversity in influencer marketing can further enhance fairness.

Conclusion: What This Means for Influencers and Brands

Influencer bundling, supported by frameworks like Jobs to Be Done, represents a paradigm shift in how brands connect with consumers. By curating dynamic, relevant collaborations, brands can deliver campaigns that address specific consumer goals while fostering trust and engagement.

As AI tools enhance the execution of bundling strategies, marketers have an unprecedented opportunity to create impactful campaigns that redefine influencer marketing. The message is clear: embrace bundling, prioritise personalisation, and lead the charge into the future of influencer collaboration.

Citations:

McKinsey & Company: "The Value of Personalisation in Marketing."
Influencer Marketing Hub: "AI in Influencer Marketing: Strategies That Work."
Epsilon: "The Impact of Personalised Marketing on Consumer Behaviour."

Musings

Influencer Bundling: The AI-Powered Future of Influencer Marketing