TikTok is taking the next step in the world of digital marketing by testing AI-powered virtual influencers. This technology has the potential to fundamentally change the dynamics of advertising agreements on the platform. TikTok plans to add an AI creator feature to its platform, allowing these virtual influencers to compete with human influencers for lucrative advertising deals on TikTok.
Introduction to AI Avatars
These AI avatars can read scripts prepared by brands and sellers on TikTok Shop. Although this feature is still in the testing phase, everything indicates that the future of advertising could be significantly impacted by this.
Impact on the market
During the trial period, researchers at TikTok discovered that AI avatars do not generate as much e-commerce sales as human influencers. This is one of the reasons why this new feature has not yet been released to marketers. It seems that these virtual influencers are more intended to complement existing human creators rather than replace them.
Possible concerns
Some advertisers express their concerns about the potentially manipulative use of AI influencers in marketing strategies. Furthermore, the rise of virtual creators could take business opportunities away from real influencers. This may lead some users to leave the platform.
Importance for brands
Although the use of AI influencers for product promotions seems cheaper and faster, there are significant considerations for brands due to lower sales and ethical concerns. At this moment, deploying virtual influencers does not appear to be the best strategy.
TikTok has not yet responded to requests for comment. The developments indicate a significant shift in the way brands and consumers interact with content. What does this mean for the future of digital marketing? That remains to be seen.
Take a look and discover it for yourself:
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