TikTok to use AI influencers for marketing purposes
By MYBRANDBOOK
TikTok is planning to enhance advertising campaigns using AI-driven virtual influencers. By using prepared content, these influencers want to save advertising expenses. But this action might limit current creators' income prospects. Previous experiments revealed AI avatars couldn't equal the influence of human creators on online purchases. The step may change the dynamics of TikTok, affecting advertising as well as creators.
The new AI avatars can allegedly read scripts for video ads created from prompts submitted by brands and TikTok Shop sellers. However, this feature is still in its testing phase and things are subject to change.
During testing, TikTok researchers discovered that AI avatars haven’t generated as many e-commerce sales as human influencers. This is reportedly why the new feature hasn’t been made available to marketers yet. The platform suggests that this feature should complement existing human creators rather than replace them.
Even though using AI influencers for promoting products might seem cheaper and quicker for campaigns, considering the lower sales and ethical concerns involved, brands do not accept them as the best choice for brands as things currently stand.
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