TikTok is experimenting with AI-powered virtual influencers designed to help merchants promote products. This technology would create a digital celebrity persona for merchants, acting in ads based on scripts and store recommendations. However, the project raises concerns about competition with human creators and potential user backlash.
Internal testing revealed that the AI isn’t ready for replacing human influencers just yet.
According to The Information, internal testing by TikTok revealed the AI is not ready for primetime, generating fewer sales than real influencers. They believe AI will ultimately complement, not replace, human marketing efforts.
Advertisers familiar with the project say it’s in early development with an uncertain launch date. ByteDance, TikTok’s parent company, may further refine or even scrap the feature entirely.
This news comes amidst a similar trend on Douyin, the Chinese version of TikTok, where many creators rely on partnerships with established brands for income. This model gained traction after TikTok cancelled its $1 billion USD creator fund subsidy program, leaving some creators feeling financially squeezed.
Looking toward the future rollout of this AI feature, foreign media highlight the need for TikTok to navigate user sentiment carefully. The platform previously rallied users to lobby Congress against a potential ban in the US. Given this delicate situation, TikTok must ensure these AI influencers don’t alienate their human base.
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(Via)
