Shift in Consumer Influence And Marketing: Brands Bet on Social Media Stars Over Celebrities

According to EY Future Consumer Index, many brands are now ditching celebrities for influencers. Celebrities used to work for many brands because of their mass reach and fan following but now influencers are also coming in the same wavelength as many celebrities. Influencers are making consumers shape their opinions and purchase different products. Influencers are also even more present on social media feeds than most celebrities are.

66% of millennials and Gen-Z said that they follow an influencer on their social media as compared to 27% of Gen-X and Baby Boomers. Only 25% of consumers say that they follow someone just because they are famous. This difference shows that many younger consumers are more inclined to buy a product after seeing an influencer advertising it than a celebrity.

It is also harder for brands to build consumers’ trust because of so much fraud and fakeness going around on social media. Consumers are extremely selective about who they trust, with majority trusting influencers more. 49% of consumers say that they find an influencer’s content more useful while 42% find it relatable. This makes 74% consumers trusting of influencers’ recommendations of a product. 61% of them said that they have made a purchase after an influencer recommended a product. The same consumers cannot trust a celebrity like this because they live different and lavish lives than most of the consumers. And most of them also recommend costly and expensive products which are not affordable by a common man in this economy.

All of this change in consumer marketing is making brands change their marketing tactics. Many brands are now mostly partnering up with influencers on different social media platforms. eMarketer predicts that influencer marketing will grow 14% by the end of 2025. This is just beginning because many brands are increasing their budgets for influencer marketing.

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by Arooj Ahmed via Digital Information World

Avoid Scams: Learn to Block Unknown Callers on Your Device

Unknown calls are from individuals that are either not saved in your phone directory or not known to you personally. But all of us still receive calls from unknown numbers, which is annoying when this happens over and over. Not only because of the just mentioned reason, unknown calls are sometimes from pretentious people, claiming to be from an authentic organization, for example a bank, to get your personal data, which could result in a loss. Other times they are from advertisers or scammers who have found your number either through online platforms or through data scraping tools.

Fortunately, today's smartphones are equipped to deal with such problems. You can just block calls coming from a number not in your directory to avoid annoyance as well as unwanted outcomes.

Follow the following steps to block calls from unknown numbers on your smartphones:

On Samsung Smartphones

1. Click on the phone icon from the given applications on your Samsung smartphone to open calls history.
2. Tap on the three-dot option at the top-right corner of the page and select settings from the given options in the bar.
3. Under calls settings, you will see block numbers. Click on it.
4. Swipe the toggle to the right to block calls from all unknown numbers. Or You can just write down specific numbers in the add phone number space to block only specific numbers.

Phone by Google on Google Phones and Other Android devices

For some reason if your device doesn't have the feature that can block unknown calls, you can simply install the Phone by Google app (however, it is important to note that it doesn't support all old devices).

To block unknown numbers on devices that have Phone by Google app installed, follow these steps:

For starters if your phone comes with pre-installed Phone by Google you don't need to install it (though updating the existing app is important).

So, once downloaded on android phones, set the application as your default phone app and then follow the steps:

1. Open your app by clicking on its call icon, which is now your default call application.
2. Click on the three-dot option at the top-right corner of the page and select settings from the given options in the bar.
3. Then tap on blocked numbers from the given options in the list.
4. Swipe the toggle to the right to block calls from all unknown numbers.

Images: WebPro Education

Though a Google application, the app also works on all modern android smartphones, which offers almost same features as other calling/phone apps.

• Also read: Say Goodbye to YouTube Ads: Top Solutions for an Ad-Free Experience

On iPhones

For iPhone users, they do not need an extra app. Just like Samsung smartphones, iPhones have built-in silence unknown callers option to avoid calls from numbers not saved in phone directory.

Follow the following steps to block numbers on iPhones:

1. iPhone users can enable this option by going to iPhone settings.
2. Then click on Phone from the given options in the list.
3. Then click on Silence Unknown Callers from given options and enable the option to successfully block unknown numbers on iPhones.

Image: IT Magics

How to Block Spam Callers on WhatsApp

Dealing with spam calls on WhatsApp can be frustrating, but fortunately, there's a simple way to silence those unwanted interruptions. Here's a step-by-step guide to block spam callers using the app's privacy settings. These instructions were captured on an Android device, but the process is very similar for iOS users.

Step 1: Access WhatsApp Settings

Open your WhatsApp application. Once inside, tap on the three-dot menu (or the gear icon on iOS) in the top-right corner of the app to access Settings. From there, navigate to the Privacy section.

Step 2: Navigate to Call Settings

Within the Privacy settings, you'll find various options related to your account's security and interactions. Look for the Calls option and tap on it.

Step 3: Enable 'Silence Unknown Callers'

In the Calls menu, you'll see a toggle labeled Silence Unknown Callers. Switch this on to activate the feature. Once enabled, any call from a number not saved in your contacts will be silenced automatically.

And that’s it! With this setting activated, you can enjoy a spam-free experience on your device without the distraction of unsolicited calls.

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by Ehtasham Ahmad via Digital Information World

Study Exposes ChatGPT-4o Vulnerabilities As Scammers Use AI Technology To Execute Fraud

Researchers from UIUC have revealed a concerning vulnerability in OpenAI’s latest voice-enabled model, ChatGPT-4o, which can be exploited for scams. This advanced AI, designed to handle text, voice, and even vision inputs, is now being used by fraudsters to conduct scams, including bank transfers, credential theft, and crypto swindles. Despite OpenAI’s efforts to include safeguards, these features offer criminals a low-cost way to manipulate the model’s output, highlighting the risks that accompany such powerful technology.

Voice scams are a multimillion-dollar issue globally, and the rise of deepfake tech and AI-driven text-to-speech tools makes the situation more complex. UIUC researchers Richard Fang, Dylan Bowman, and Daniel Kang tested ChatGPT-4o’s capabilities, proving that without enough restrictions, the AI could navigate sites, input data, and bypass two-factor authentication. The team used prompt-jailbreaking tactics to bypass content limitations, simulating typical scam scenarios by posing as naive victims. For example, they replicated bank transfers on actual financial sites like Bank of America, ensuring transactions went through, though they avoided testing the agents’ ability to persuade.

In this study, various scams were evaluated, each with unique success rates and requirements. The AI agents successfully managed sensitive tasks like credential theft, crypto transfers, and even manipulating social media accounts. Success rates varied: credential theft from Gmail reached a high of 60%, while crypto transfers and Instagram account breaches had a success rate of 40%. The most complex scams involved up to 26 steps, averaging three minutes per attempt. Costs were low, with a typical successful attempt under a dollar. Even the more complex bank transfers averaged $2.51—still affordable considering the profit potential.

OpenAI has responded with updated safeguards in its new “o1” model, which is currently in preview. This model features enhanced reasoning capabilities and scores significantly higher in resisting adversarial prompts compared to GPT-4o. In internal safety evaluations, “o1” outperformed earlier models, scoring 93% on safety tests versus GPT-4o’s 71%. To prevent impersonation, OpenAI restricts voice outputs to pre-approved voices. They acknowledge that insights from studies like UIUC’s help them identify gaps and strengthen protections, although challenges persist.

For now, OpenAI plans to phase out older models while prioritizing safety and robustness. However, the broader AI landscape still faces risks as other voice-enabled bots, often with less stringent safeguards, can be used in similar ways. This study highlights the growing need for responsible AI development, especially with tools that have significant impact potential. With AI’s evolving role, the balance between advancing capabilities and ensuring security will continue to shape the industry’s future.

Image: DIW-AIgen

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by Asim BN via Digital Information World

Digital Marketers Under Pressure: 57% Feel Urgency to Learn AI Skills as Adoption Surges to 74%

According to a new survey by The Next Wave and HubSpot, almost half of the marketers (48% to be exact) think that AI is going to replace their jobs soon. For the survey, both organizations surveyed 1062 respondents from marketing and advertising fields in the US. 46% of the respondents also said that they think that AI is going to replace all the jobs in the US.

57% of the marketers who were surveyed also said that they feel pressured to learn Artificial Intelligence because they think that they are going to become irrelevant if they have no knowledge of AI. In 2022, 21% of the marketers said that they are using AI tools for marketing. In 2024, this percentage has increased to 74%. This means that more and more marketers are learning AI for their jobs.

The survey also asked marketers how they use AI. 75% said that they use AI to reduce their manual tasks and 73% use them for focusing on important tasks, tasks they love and for becoming more productive. 70% also reported using AI to become more creative while 64% also use it to understand their customers better. Overall, the survey was done to learn marketers’ opinions on AI in the US.

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by Arooj Ahmed via Digital Information World

Search Engines Top Consumer Preferences; Social Media, AI Tools Gain Influence

A new survey of 1,000 consumers conducted by Fractl talked about interesting trends in consumer behavior in the marketing space. According to the survey, 99% of the consumers said that they are using a search engine, with 80% saying that they use search engines a lot of times in a day. 91% of consumers used social media platforms, 87% watched YouTube videos and 81% reported reading an article on a website. People of all ages reported using a search engine, making it universal choice. Social media platforms like YouTube and TikTok and ChatGPT were more popular among younger people.

83% of the consumers said that they used search engines for finding information, 71% said that they use search engines for shopping and 62% reported using search engines for news. For a successful marketing strategy, it is important for marketers to find out how consumers like gathering information. 86% of the respondents in the survey said that search engines are important in their decision making processes. 66% said that they use search engines to research about a company or product before making a purchase.

Reviews are also important for consumers before making a purchase. 86% of the respondents said that they read reviews before deciding about making a purchase, with 44% saying they always read reviews and 43% saying they do it often. On the other hand, paid ads are not very popular among consumers as only 5% of the consumers said they click on paid ads all the time while 47% click on them rarely. 27% of the respondents said that they never click on paid ads.

The survey also found out that social media also plays some role in making consumers buy something. It is way more important among younger people than older ones, with 41% saying that social media shapes their decision if they want to buy something online. 29% of the respondents also reported searching about companies or products on social media, with 46% of younger people between the ages of 18-24 doing so. 47% of the women respondents said social media is important for their decision making process as compared to 36% men.

83% of the respondents also said that they read an article on a website in the past week, which means that there is still digital news consumption among consumers. 57% of the respondents said that they research about a brand by reading articles published in high authority publications. 74% of the respondents also said that if they read an article about a brand or product, it increases their awareness about the brand and positively affects their purchasing decisions.

As it is an age of AI now, AI tools like ChatGPT are also making a remarkable change in the consumer market. 48% of the respondents reported using ChatGPT in the past week. 54% of them were younger people of ages 18-24 and 52% of them were ages 25-34. 16% of the respondents said that they use ChatGPT daily. It is important for digital marketers to have their presence in traditional search engines as well as making their content align with AI platforms.

Social media influence is also growing among consumers. YouTube made consumers the most influenced for making a purchase (41%), followed by Instagram (32%) and Reddit (29%). TikTok has a stronger impact on younger generations, with 50% of 18-24 year olds saying that TikTok made them purchase a product. The survey also found that women were more likely to get influenced by Instagram and TikTok than men. Facebook’s influence is decreasing among all audiences, especially younger audiences. 31% of consumers aged 45-54 were influenced by Facebook as compared to 11% of consumers aged 18-24.

Marketers also need to overcome the challenges of ad blockers that some consumers use. 47% of the respondents of the survey admitted to using an ad blocker, with 52% of respondents aged 18-24 avoiding ads through ad blockers. This shows that marketers should use strategies that are non-intrusive to consumers and attract them so they can buy products. If marketers need to win the hearts of consumers, it is best that they use search engines as 47% of the respondents said that if a helpful article appears in the search engine, it might strengthen their relationship with the brand.

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The Global Content Spendings of Big Six Entertainment Companies Continued to Increase by 9% in 2024

The market share of big six entertainment companies combined are continuing to rise as they are spending more on content. According to Ampere Analysis, there was a 9% increase in their market share and it amounted to $126 billion combined in 2024. There were concerns about TV and movie content on these entertainment companies but their growth is impressive. According to the estimates, the global content entertainment spend in 2024 was 51%. In 2023, the global content entertainment spend was 48%.

The biggest part of spending ($40 billion or 32%) came from subscriptions on streaming services like Max, Disney+, Peacock and Paramount. Walt Disney remained at top with $35.8 billion, while last year it had global spending of $28.3 billion.

Followed by Walt Disney is Comcast Corp ($24.5 billion) and Google ($17.6 billion). The global content spend of Discovery was $16.8 billion, Netflix had $16.0 billion and Paramount Global had a global spend of $15.1 billion in 2024. On these platforms, 45% of the total spend is due to original content ($56 billion) while the rest is from acquired content.

Netflix is at top for streaming content while Google is mainly gaining its revenue from YouTube. The spendings of Peacock and Paramount+ are only from originally produced content. All of this increase in global content entertainment spending was despite the writers’ strike that occurred last year. So, it is estimated that the spendings of big six entertainment companies is going to increase in the upcoming years.

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by Arooj Ahmed via Digital Information World

AI Hiring Exposed: White Male Names Dominate While Black and Female Candidates Are Overlooked!

AI is now being used for applying to job listings and almost 99% of Fortune 500 companies are using AI in their hiring processes. This improves the efficiency and some say that it also reduces discrimination. But according to new research by the University of Washington, using AI in the hiring process increases discrimination against race and gender. After looking at 550 real world resumes reviewed by LLMs, researchers found that LLMs favorite names commonly used for white people 85% of the time, while only favoring women names 11% of the time. It was also found that LLMs never chose black names over white names.

There has also been a study done previously on ChatGPT that found that the AI-powered bot shows discrimination against gender, race and disabilities. The researchers of this study wanted to do more analysis on open source LLMs and how they perceive race and gender. For the study, the researchers gathered 120 white and black associated names of men and women. Then the researchers used LLMs from three different companies– Salesforce, Mistral AI and Contextual AI. Different jobs like engineer, resource worker, teacher were written on the resumes.

According to the results, LLMs chose White associated names 85% of the time, while Black associated names were only chosen 9% of the time. Similarly, male associated names were chosen 52% of the time, while female associated names were chosen 11% of the time. There was also some disparity among white women and white men and black women and black men. There was a small difference between systems choosing white female names and white male names. But LLMs preferred black female names 67% of the time as compared to 15% for black male names. This shows that there was a greater bias against black men as compared to black women.

The researchers noted that as generative AI has become widely available that it is now being used for job listings and job hirings too, the developers should work on AI models that show minimum bias and discrimination. Even though AI can be helpful in a lot of instances, it can also negatively shape how we perceive race and gender.

Image: DIW-Aigen

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