AI-generated influencers can effectively spread cancer prevention messages on social media at a low cost, offering a scalable solution for public health campaigns.
By Tarun Sai LomteReviewed by Susha Cheriyedath, M.Sc.Jan 20 2025 Leveraging AI-driven social media influencers, researchers have found a cost-effective way to engage targeted audiences and promote cancer prevention , reshaping digital health outreach.
Cancer is one of the leading causes of mortality worldwide. While therapeutic advances have increased the rates of survival, prevention is the most powerful tool to reduce the cancer burden, given that over two-thirds of premature deaths in 2020 were deemed preventable. Despite the availability of diverse digital resources for mediating cancer prevention, they are mostly unknown to target groups.
About the study In the present study, researchers explored the potential of AI-based social media influencers to disseminate cancer prevention messages. They used Midjourney as the generative AI tool to create content. A prompt was used to create a virtual influencer, “Wanda,” a young female with a light skin tone. The study ensured character consistency by refining the AI-generated outputs through iterative prompts and adding generated images as input references.
Content schedule for the Instagram campaign. Over five consecutive days, a post was published daily, each addressing one of the five leading risk factors for cancer: tobacco consumption, unhealthy diet, sun exposure, alcohol consumption, and HPV infection. The posts were designed using Midjourney.com as an exemplary GenAI platform and consistently featured the virtual persona “Wanda”. *Figure created with BioRender.com.
The targeted approach was specific for people aged ≤ 34 years and effectively excluded people outside this age group. On the other hand, the automated approach consistently reached individuals over 34 years. The study also reported gender distribution data, indicating that female users were more likely to engage with prevention-related content. The proportion of users reached within target age groups ranged between 23% and 47.4%. The targeted approach had an average cost of €0.
Cancer Prevention Alcohol Artificial Intelligence Diet Efficacy Mortality Research Tobacco
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