Among the core themes of the discussion, Radostina Hristova highlighted
the expanding footprint of artificial intelligence across influencer
marketing and digital media. She raised concerns over
the unregulated, unauthorized spread of online content,
placing a sharp focus on deepfakes. In her view,
AI carries significant risks for both public reputations and audience trust
unless backed by robust
legal and ethical regulations to prevent exploitation.

Despite this, the panel participants did not express serious concerns regarding
the possibility of influencers being completely replaced by those created with the help of
artificial intelligence. They emphasized that what truly matters is building an authentic
emotional bond with followers, personal engagement, live interaction, and
trust earned over time—qualities that are nearly impossible to
replicate without genuine human involvement. It is the human touch, personal lived experience,
and authenticity that set influencers apart from AI-generated personas.

Managing Negative Comments

In response to a student question regarding the hate and negative comments frequently received
by public figures online, Radostina Hristova once again
shifted the spotlight to the core of the discussion—moral principles, personal values,
and inner resilience. She shared that the way one perceives
and overcomes negativity depends largely on self-confidence and a
clear set of core values.

In this sense, she advises prospective students and content creators to
stay authentic, avoid making excuses or overexplaining online,
approach their interactions in the digital space critically, and recognize
the need to seek support from peers and experienced individuals within the community.

How Students View Being an Influencer

The discussion continued with the active participation of students who are already engaged in
growing their social media profiles. They shared more about themselves,
their respective niches, as well as their motivation to create
content. They also shared some of the difficulties and challenges that
an emerging influencer faces: competition, consistency, the need for
authenticity, and handling criticism.

Find out what else they shared via the link in the description:
https://www.youtube.com/live/Vh7UL6sDVZY?si=H__tQlDXk8kfqZiu

In this context, Sofia University organized the first edition of the annual roundtable
discussion "Influencer Academy," which was held on October 29–30, 2025, in the
Aula Magna of the Faculty of Journalism and Mass Communication. The event created
a space for exchanging ideas, experience, and best practices among educators, experts, influencers, and students, laying the foundation for a sustainable academic and professional dialogue on key issues shaping the future of digital communication.