TikTok is reportedly developing AI-powered virtual influencers that can compete with human creators for lucrative advertising contracts.
The new AI avatars are said to be able to read scripts for video ads created from prompts sent by brands and sellers in TikTok shops. However, The Information reports that this feature is still in the testing phase, so everything is subject to change.
Impact on sales. During testing, TikTok researchers found that AI avatars did not generate as many e-commerce sales as human influencers. This is reportedly why this new feature has not yet been made available to marketers. The platform suggests that this functionality will complement existing human creators, rather than replacing them.
Concerns. Some advertisers worry that AI influencers could be used for manipulative marketing strategies. Additionally, the rise of virtual heirloom creators may take business away from real influencers and drive some users away from the platform.
why do we care? While using AI influencers to promote your product may seem like a cheaper and faster campaign, it may not be the best choice for your brand right now given the drop in sales and associated ethical concerns. .
What TikTok is saying. TikTok did not immediately respond to Search Engine Land's request for comment.
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deep dive. To learn more about how to bring AI into your advertising strategy, read How Advertisers Can Leverage AI and Automation at Scale.
The opinions expressed in this article are those of the guest author and not necessarily those of Search Engine Land. Staff authors are listed here.
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Nicola Agius was Search Engine Land's paid media editor after joining the company in 2023. She has covered paid media, retail media, and more. Previously, she served as SEO Director at Jungle Creations (2020-2023), where she oversaw the company's editorial strategy for multiple of her websites. She has over 15 years of experience in the journalism field and previously worked at OK! She has appeared in Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). She previously worked with her SEO agency, Blue Array, where she co-authored the Amazon best-selling book Mastering In-House SEO.
