Get ready for a new wave of influencers on TikTok, but this time, they might not be flesh and blood. The popular social media platform is reportedly testing AI-powered avatars that could be used to create and deliver advertisements. This move has some scratching their heads, wondering if it might spell trouble for human influencers who rely on sponsored content for income.
AI Avatars Take Center Stage
According to The Information, TikTok is experimenting with virtual influencers designed to promote and sell products directly on the platform. Imagine this: an AI-powered character reading ad copy generated by brands or sellers on TikTok Shop, the platform’s e-commerce arm. While this feature isn’t live yet, it raises questions about the future of influencer marketing on TikTok.
Growing Pains for AI Influencers
Early tests haven’t exactly been a slam dunk. Sources close to The Information revealed that initial trials of the AI avatars found them to be less effective at driving sales compared to human influencers. Despite this initial hiccup, TikTok seems to believe AI creators could still play a complementary role alongside their existing human influencers.
The Human Factor: Friend or Foe?
A major question mark remains: how will sponsorship deals be divided between these AI creations and human influencers? Many TikTok creators depend on brand deals for their income, especially after the platform shut down its $1 billion creator fund, which some users felt offered meager payouts. Rolling out AI influencers without a clear strategy could potentially anger the very user base TikTok relies on, especially after mobilizing them to lobby Congress against a potential ban.
TikTok’s AI Adventures
This isn’t TikTok’s first foray into the world of artificial intelligence. In January, a limited number of users got access to a new “Song Generator” feature powered by the large language model Bloom. This tool allowed users to generate song lyrics and melodies. Additionally, last year, TikTok implemented an “AI tag” to identify filters and effects that use artificial intelligence. They also require creators to disclose the use of AI filters in their videos.
The potential arrival of AI influencers on TikTok marks a significant development in the world of social media marketing. Whether these virtual actors become commonplace or remain a novelty is yet to be seen. One thing’s for sure: the coming months will be interesting as TikTok navigates the ethical and practical considerations of integrating AI into its influencer ecosystem.
