TikTok search shows AI results above videos

Image credit: Solen Feyissa

In an effort to make search more like Google than video, TikTok has added new AI results to users' searches.

TikTok has taken the world by storm in recent years with its focused platform. Short, vertical videos that focus on trends and viral material have taken the world by storm. However, their latest addition takes some of the focus off the video.

TikTok is experimenting with a new results page for user searches. TikTok uses what it calls “AI smart search” to provide text-based answers to search queries. Responses are served by ChatGPT and appear below the search bar and above the video results.

These AI results range from AI-generated responses to recipe ideas to answers to questions. This leads to turning user search into a tool rather than a channel for video content. However, while it may be a benefit for curious users, it's unclear how distracting viewers from video content will benefit TikTok.

This isn't TikTok's first move to offer more answer-based searches. Last year, we started testing with Google search results displayed on the app's results page. These results are linked to Google results. Additionally, we are experimenting with adding links to Wikipedia, IMDB, and other sites.

Back in the day, YouTube powered its platform by acting like a search engine. However, their approach was based on providing YouTube content as an answer. Search for a question and the results will show videos that answer that question. TikTok's strategy appears to be pushing toward providing more generalized answers that may prevent users from finding answers within other users' content.

These features are in testing and are not scheduled for wide release at this time.

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