Polish company Generation9 is creating a platform that aims to automate and revolutionize the way brands collaborate with influencers around the world.
The global influencer marketing market is growing at a dizzying pace – from a modest $1.7 billion in 2015 to a projected $32 billion this year. In Poland, two years ago, the market was worth around PLN 600-700 million (according to internal calculations by the Influencer Marketing Working Group of IAB Polska). Now, it is as much as PLN 1 billion.
“Poland, contrary to stereotypes, not only keeps up with global trends, but also boldly co-creates the future of this dynamic sector. Generation9, a technology startup with an ambitious plan, is growing on this fertile ground – to revolutionize influencer marketing on a global scale by introducing solutions based on artificial intelligence,” says Anna Zielińska, the main shareholder and head of the company's supervisory board, to Bankier.pl.
“We estimate that there are already around 800,000 influencers in Poland, of which 80,000 have over 10,000 so-called followers. On the other hand, the largest corporations have advertising budgets of several million złoty for them, smaller brands from several hundred thousand to several million annually, and then there are smaller players or local businesses that also want to allocate budgets for influencers,” he adds.
Does Polish technological thought have a chance to conquer the world?
Generation9, founded by the founders of the Stor9 agency (including Anna Zielińska) and experienced entrepreneurs – Łukasz Misiukanis (in 2014 he sold his social media agency Socializer SA to the advertising holding Dentsu Aegis Network for PLN 26 million) and Marek Myślicki (including Chief Growth Officer at Stor9, chairman of the Influencer Marketing working group at IAB Polska), aims to combine the latest technological achievements with in-depth data analysis in the world of influencer marketing.
Their mission is to create the world's first fully automated platform that, thanks to artificial intelligence (AI), will offer unprecedented efficiency and scalability.
“We want to redefine global standards in influencer marketing by combining advanced technology with a practical business approach. In the face of the growing value of the market and the demand for effective tools, we offer a solution that will not only meet but also exceed the expectations of both modern brands and the influencers cooperating with them,” emphasizes Łukasz Misiukanis, president of the company.
The heart of the innovation is a proprietary language model (LLM), intensively trained on a huge dataset, selected from the influencer marketing area. Thanks to this, the platform is to act as “ChatGPT for influencer marketing”, instantly connecting brands with perfectly matched creators, offering dynamic campaign pricing and forecasting its potential results.
AI – Your Personal Assistant in the World of Influencer Marketing
What does this mean for marketing practitioners? “AI algorithms, analyzing millions of data, will independently select influencers who perfectly resonate with the brand values and campaign goals. What's more, the system will intelligently estimate the value of the influencer's individual activities, assess the potential of their communication channels and suggest optimal content that guarantees maximum effectiveness, but will also determine the level of brand safety,” says Marek Myślicki, vice president of the company.
According to the startup’s founders, the Generation9 platform is more than just an influencer selection tool. It’s a comprehensive solution that plans to offer unique features:
- Instant settlement of campaigns (Instant Payment): Influencers receive immediate payment after completing the order, which increases their motivation and loyalty.
- marketplace for content creators: The platform allows you to order unique content (e.g. product reviews) from verified content creators, eliminating the need to engage large and expensive production studios.
- Intelligent elimination of “fake influencers” and certification system (trust score): Algorithms detect inauthentic accounts and assess the credibility of influencers, protecting brands from unfair practices.
- intuitive mobile application for influencers: Access to orders, negotiations and settlements – all at your fingertips, in a friendly, intuitive interface
- AI Content Advisor: The system intelligently evaluates Influencer activities, assesses the value of the channel, and suggests content that will be optimally matched to the effectiveness of the campaign.
- analysis of the authenticity of the voice and the quality of the published content in terms of advertiser requirements: The system checks the authenticity of the influencer's recommendation by analyzing his voice.
Lewandowski focuses on innovation in marketing
It is worth noting that Robert Lewandowski is an investor in Generation9. The captain of the Polish national team, known for his interest in innovative ventures, saw great potential in the idea of revolutionizing influencer marketing. Interestingly, Lewandowski is also a shareholder in the Stor9 agency, which proves his long-term commitment to the development of the marketing and technology industry.
When will the breakthrough come?
The planned launch date of the MVP (Minimum Viable Product) of the Generation9 platform is July 2025. The creators are convinced that their innovative approach will revolutionize the influencer marketing market not only in Poland, which will enable the company's value to increase to even several dozen million dollars in just five years. Does this ambitious vision have a chance of coming true? Time will tell, but one thing is certain – Polish innovation has the potential to leave a lasting mark on the global influencer marketing landscape.
