What if TikTok finally shows you what you genuinely find interesting, without hidden logic or foreign interference? The AI startup Perplexity aims to take over the popular video app and make the algorithm completely transparent. According to the company, this can only be successful if it occurs outside the influence of major tech players or investors who continue to sway ByteDance, the Chinese parent company.
Perplexity has submitted a bid and wants to completely overhaul TikTok. They aim to rebuild the algorithm in American data centers with oversight from the U.S. They also want to make the recommendation engine transparent and available as open source. Additionally, the company is considering several innovations: automatic translations, personalized recommendations through integration with Perplexity accounts, and the incorporation of citation features in videos.
Impact on businesses and organizations
If this acquisition goes through, it could have significant implications for how companies utilize TikTok. Greater transparency in the algorithm means that marketers can better understand why content performs well or poorly. This makes it easier to reach relevant target audiences. Additionally, improved personalization could lead to higher engagement with advertisements and organic content.
However, the acquisition is far from certain. ByteDance is hesitant to sell TikTok in the U.S. Previous bidders like Microsoft, Oracle, and an investor group led by Frank McCourt appear to be financially stronger. Analysts estimate the value of TikTok's U.S. operations at $30 to $50 billion, while Perplexity is still in an early funding round and is valued at $18 billion.
Is it meant seriously or is it clever marketing?
Perplexity is known for its striking campaigns. For instance, they launched a spot about Google's AI blunder featuring a Squid Game actor and attempted to sponsor an F1 team. Actor Jimmy O. Yang was also brought in as a so-called Chief Security Officer. It remains uncertain whether their bid for TikTok is a serious move or just a publicity stunt. Nevertheless, the proposal prompts reflection on how social media can be designed to be more transparent and user-friendly in the future.