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TikTok is reportedly developing AI-powered virtual influencers that can compete with human creators for lucrative advertising contracts.
The new AI avatars can reportedly read scripts for video ads created based on prompts from brands and TikTok Shop sellers. However, this feature is still in the testing phase, so everything is subject to change, reports say The information.
Impact on sales. During testing, TikTok researchers found that AI avatars did not generate as many ecommerce sales as human influencers. This is reportedly why the new feature has not yet been made available to marketers. The platform suggests that this feature should complement existing human creators rather than replace them.
To assure. Some advertisers worry that AI influencers could be used for manipulative marketing tactics. Additionally, the rise of virtual creators could steal business from real influencers, potentially causing some users to leave the platform.
Why we care. Even though using AI influencers to promote products may seem cheaper and faster for your campaigns, given the lower sales and ethical issues associated with it, it may not be the best choice for brands as things stand.
What TikTok says. TikTok did not immediately respond to Search Engine Land’s request for comment.
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