AI in education influencers: Problematising, reproducing, or mediating the technological solutionism discourse in UK schools?

This study explores the pivotal role of AI in education micro-influencers in shaping the discourse around generative AI tools in UK education. Drawing from social network analysis, discourse analysis, and interviews with key influencers, the research reveals how influencers navigate the trade-off between credibility and monetisation while serving as brokers between educators, edtech companies, and policymakers. Findings reveal that influencers are central to online and offline networks around this topic, using a range of strategies to promote their services and foster discussion. While influencers often endorse and promote AI as a tool to reduce teacher workload, many are cautious of over-promising, striving to maintain credibility through transparency and promoting ethical use. Mediating between edtech tools and practitioners, influencers may represent a shift in authority over pedagogical practice in UK schools. This study highlights the influencers’ dual role as advocates and critical voices within an increasingly commercialised educational landscape.