TikTok is developing virtual influencers to promote and sell items on the platform. The AI avatars can read scripts from prompts generated by advertisers or sellers on its TikTok Shop. The feature is not live yet and could still be changed.
TikTok staff found that AI avatars attracted fewer e-commerce sales than human influencers in initial testing. However, TikTok sees AI creators as a potential complement to existing creators on the platform.
It's unclear how TikTok plans to share sponsorship dollars between virtual influencers and human creators, considering many rely on brand deals for income. The platform must navigate this introduction carefully to avoid alienating its user base.
TikTok has previously experimented with AI features like the Song Generator and AI filters. It has utilized AI to enhance user experiences, such as generating songs and labeling filters, demonstrating a history of innovation in this area.
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