TikTok Explores AI-Powered Virtual Influencers for Advertisers

TikTok Explores AI-Powered Virtual Influencers for Advertisers

In a recent report, TikTok, the popular short-form video platform, is reportedly working on adding virtual influencers supported by artificial intelligence (AI) to its platform. These AI-powered influencers in the field of AI will be responsible for promoting content for advertisers and sellers on the platform.

The platform is said to be adding text-to-speech capabilities to these influencers, which can be created using a prompt or come as marketing scripts directly from advertisers. This move could be controversial if it leads to a scarcity of advertising deals for content creators on the video streaming platform, as this is one of the few ways for them to generate revenue.

According to a report by The Information (via The Verge), the company is developing AI technology to create virtual influencers who appear in videos to promote and sell products and services to advertisers and sellers.

The report revealed that TikTok has begun discussions with advertisers to gauge interest in this feature. The feature is said to still be in the early stages of development, and plans could change in the future. It was also reported that the feature may be expanded to include TikTok Shop sellers.

From an advertiser's perspective, this feature could be a great tool for gaining more control over the nature and type of content, as well as the type of AI influencers that suit this role. It could also potentially reduce costs for them, although this cannot be confirmed at this time. However, from the perspective of current creators on the platform, this could pose a significant threat to their revenue generation.

Content creators on TikTok took a hard hit last year when the platform announced it would close the Creator Fund, which promised to distribute $1 billion to content creators in the United States, the United Kingdom, Germany, and France, according to another report from The Verge. While the company replaced it with the Creator Fund, it reduced earning opportunities for many. Now, if AI influencers are introduced to compete for the same pool of advertiser money, it could further reduce available opportunities for creators.

The development of AI-powered influencers on TikTok reflects a broader trend in digital marketing towards automation and artificial intelligence. While this could lead to more efficient and effective influencer campaigns for advertisers, it also raises questions about the impact on content creators and the diversity of voices on the platform. As TikTok continues to innovate, it will be important to strike a balance that benefits both advertisers and content creators.