As the video was ending, a button popped up prompting me to view items in TikTok Shop related to the shoes. The blue and orange embellished heels are by Maison Margiela and retail for over $2,000. What could TikTok possibly have for sale that come close to them? Apparently, nothing. The shoes TikTok pushed me toward looked nothing like what was in the video.
Bloomberg reported in January that TikTok is using automated technology to identify items in videos and then direct views to 'similar' items. TikTok already allows influencers to link products directly in their videos, but these haphazard additions are part of a new - and expanding - effort.
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