Influencer marketing is currently in an arms race for the eyeballs, attention and engagement of consumers. No longer a niche part of the marketing budget, influencer marketing is increasingly a primary focus of many brands that are desperate to make inroads in their markets. It is a beast that is fed by both sides of the supply chain. Brands are more desperate to link with influencers that can move their message forward and, conversely, more and more people desire to become influencers. As seductive as this battleground for hearts and minds might appear, how much of it is real? What is the future of influence in a world where reality is more and more difficult to discern? What is influence when our future is fake?