TikTok, the popular video-sharing platform, is reportedly testing AI-powered virtual influencers that could potentially compete with human creators for advertising contracts. These virtual influencers would be able to read scripts for video ads created by brands and TikTok Shop sellers. However, this feature is still in its testing phase and has not yet been made available to marketers.
During the testing period, TikTok researchers found that AI avatars did not generate as many e-commerce sales as human influencers. This has led to concerns about the effectiveness of AI influencers for marketing purposes. Some advertisers worry that AI influencers could be used for manipulative marketing tactics, while others are concerned that the rise of virtual creators could steal business from real influencers, potentially driving some users away from the platform.
TikTok suggests that the use of AI influencers should complement existing human creators rather than replace them. The platform acknowledges the ethical concerns surrounding AI influencers and the impact they may have on the influencer marketing industry.
While using AI influencers may initially seem like a cheaper and quicker option for advertising campaigns, the lower sales generated by AI avatars and the ethical concerns involved make it a questionable choice for brands at this time.
TikTok has not yet provided an official comment on these developments.
In conclusion, TikTok’s trials with AI-powered virtual influencers have raised both excitement and concerns within the advertising industry. While the idea of using AI avatars for advertising campaigns may offer certain advantages, such as cost-effectiveness and efficiency, the lower sales generated by these virtual influencers and the potential ethical implications make it a controversial choice for brands. As the testing phase continues, it remains to be seen how TikTok will address these concerns and whether AI influencers will become a prominent feature on the platform in the future.
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