In 2024, India surpassed 900 million internet users, becoming the world’s second-largest online population. What’s even more compelling is that over 70% of these users prefer content in regional languages. This shift is not just changing how India communicates but also tuning the frequency of influence to a more local, authentic pitch. At the root of this evolution is the rise of AI-powered influencer platforms that are quietly amplifying regional voices like never before.

Since a long time, the majority of influencer marketing came from creators in cities who made English-language content with polished aesthetics. But today, creators from Patna, Coimbatore, and Indore are leading national campaigns. This is because people are starting to like realness and cultural relevance more than glitz and glam.

Industry data indicates that 30–45% of national campaign briefs now specifically request regional influencers. This wave is being propelled further by AI-powered influencer marketing platforms designed to level the playing field. These platforms use machine learning to analyse content categories, language, audience behavior, and engagement patterns, helping brands discover creators who are not only relevant but resonant. Whether it’s a Tamil-speaking tech vlogger or a Bhojpuri lifestyle creator, the algorithm ensures brands find the best cultural fit, not just the biggest following.

Behind this shift are intelligent influencer platforms that act as integrated hubs for brands and creators. Features like multilingual campaign support, influencer clustering by region or theme, and end-to-end workflow automation are streamlining how campaigns are executed. This new model does more than just increase the effectiveness of influencer marketing.

As India’s digital economy races ahead, AI-backed platforms are turning regional creators into central voices in the narrative. These platforms are shifting the spotlight from just on-air allure to stories rooted in local culture and lived experiences. By making influencer marketing more inclusive, data-driven, and transparent. 

For regional influencers, the benefits are equally impactful. These platforms simplify onboarding, streamline rate card negotiations, manage content approvals, and offer transparent payment systems. They also provide access to affiliate programs and monetisation models that were once available only to metro creators. Creators can now confidently show value, pitch to bigger brands, and grow their presence with data-backed insights that show reach, impressions, watch-time, and conversions in real time.

Campaign management has also undergone a transformation. Brands can now run hyperlocal campaigns across multiple languages and geographies, activating influencers across platforms like Instagram, YouTube Shorts, ShareChat, and Snapchat. Campaigns are no longer one-size-fits-all—they’re tailored by state, dialect, and audience mood. With customisable dashboards and automated tracking, marketers can evaluate ROI instantly and pivot strategies with agility. 

The convergence of AI and regional storytelling is reshaping the landscape of influencer marketing in India. As digital connectivity deepens and audiences seek authenticity over aspiration, AI-powered platforms are democratising influence elevating voices from every corner of the country. This shift not only empowers regional creators with tools and opportunities once reserved for metro influencers but also enables brands to build deeper, more culturally aligned connections with diverse audiences. The future of marketing in India is hyperlocal, data-driven, and inclusive and it’s already here.

The author is chief executive officer, Radio City.