TikTok is said to be partnering with artificial intelligence influencers for advertising

Popular short video platform TikTok is reportedly working on adding artificial intelligence (AI)-powered virtual influencers to the platform. According to the report, these AI influencers will publish content on the platform for advertisers and sellers. TikTok is said to be adding script reading capabilities for these influencers, which can be generated using prompts or source marketing copy directly from advertisers. The move could be controversial if it results in a lack of ad deals for creators on the video streaming platform, as it is one of the only ways for them to generate revenue.

According to The Information (pass The Verge), a company that is developing artificial intelligence technology to generate virtual influencers who will appear in videos to promote and sell products and services for advertisers and sellers. Citing unnamed sources, the report revealed that TikTok has begun discussions with advertisers to gauge interest in the feature. The feature is said to be still in the early stages of development and plans may change in the future. According to reports, the feature will also be extended to TikTok Shop sellers.

From an advertiser’s perspective, this feature could be a great tool to have more control over the nature and type of content and the type of AI influencers that fit the role. This may also reduce their costs, although this cannot yet be confirmed. However, from the perspective of existing creators on the platform, this could pose a significant threat to their revenue generation.

TikTok creators were dealt a heavy blow last year when the platform announced the closure of its Creator Fund, which had pledged to pay out $1 billion (roughly Rs. 8,340 crore) to creators in the US, UK, Germany and France.other Report By the edge. While the company replaced it with creative plans, it reduced earning opportunities for many people. Now, introducing AI influencers to compete for the same advertiser dollars could further reduce opportunities for creators.

Notably, the report does highlight that TikTok previously tested a similar AI avatar feature and found that virtual characters failed to attract similar e-commerce sales as human characters. However, the company is said to remain convinced that AI creators can complement human creators on the platform.