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AI virtual influencers will have the potential to compete with real people for lucrative advertising deals on TikTok
According to reports, the new AI avatars will be able to read scripts for video ads created from prompts submitted by brands and TikTok Shop sellers. However, this feature is still in the testing phase, so its details may change.
Impact on sales
During testing, TikTok researchers found that AI avatars did not generate as many e-commerce sales as human influencers. This may be why the new feature has not yet been made available to advertisers. The platform believes that this capability should complement existing human creators rather than replace them.
Concerns
Some advertisers express concern about the potential use of AI influencers for manipulative marketing tactics. Additionally, the growth of virtual creators could lead to a decline in business for real influencers, potentially resulting in user attrition from the platform.
Why it matters
Even though using AI influencers may seem like a more economical and expedient option for advertising campaigns, lower sales and ethical considerations may make it less than ideal for brands in current circumstances.
This article available in Ukrainian.
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