TikTok is reportedly working to introduce AI avatars to its ad platform in a bid to innovate the influencer marketing industry.
According to reports from The Information, the company is exploring the integration of virtual influencers to endorse products and services, directly challenging the traditional model dominated by human influencers.
How Will It Work?
While nothing is set in stone, the envisioned feature would reportedly see AI avatars delivering scripted content generated by advertisers or sellers, particularly through its TikTok Shop.
Although the feature remains under development, initial tests have revealed challenges, with AI avatars reportedly yielding lower eCommerce sales compared to their human counterparts.
Despite these hurdles, the Bytedance-owned company is said to believe that AI avatars are a valuable addition to its existing creator community, diversifying promotional avenues for brands and businesses.
TikTok Embraces AI
This is not the platform's first forray with AI. The TikTok Song Generator, which uses the large language model Bloom, and AI-labeled filters are among its previous efforts in adopting the technology.
Yall, TikTok came up with some kind of horrendous AI song generator & when I tell you I’m crying pic.twitter.com/T1rkTtx04f
— 𝖆𝖉𝖆 (@ayejennai) January 17, 2024
As before, questions loom over the potential impact on revenue distribution between virtual and human creators, raising concerns among influencers reliant on brand collaborations.
This comes at a critical juncture, as TikTok recently discontinued its $1 billion dollar creator fund, leaving creators seeking alternative avenues for monetization.
These developments also come amid the platform's recent tweaks to its ad platform, expanding placement options for Shop Ads and adding changes to its Video Shopping Ads, among others.
Editing by Katherine 'Makkie' Maclang