The Influence, Selection, and Management Strategies of AI Empowered Platform KOLs: A Case Study of Xiaohongshu

In the era of self-media, the influence of Key Opinion Leaders (KOLs) on social platforms is growing and becoming a key driver of marketing. Compared to the traditional media era, KOL marketing demonstrates greater interactivity and precision. This article takes the Xiaohongshu platform as an example. Firstly, the differences in the current situation and characteristics of KOL marketing between the traditional media era and the current era are introduced, followed by an exploration of how AI technology can empower the influence of platform KOLs. It also analyses the important role of different levels of KOLs in AI technology-enabled management strategies. Artificial Intelligence (AI) technology, utilizing refined content creation optimisation, personalised audience targeting, enhanced effective interaction mechanisms, real-time data monitoring and analysis, and improved operational management efficiency. It builds a more efficient and precise marketing ecosystem for KOL groups. By analysing, this article believes that AI technology has a significant impact on enhancing the influence and commercial value of KOLs.