This article was published on the site of Eleftheros Typos website on Tuesday, 23/07/2024.
A groundbreaking announcement recently came to light as TikTok revealed the experimental use of AI-supported virtual influencers, who will compete with real influencers for advertising collaborations.
These digital avatars have the capability to execute scripts for promotional videos generated from prompts submitted by businesses or vendors on TikTok. Although this feature is still in the testing phase, all its characteristics and capabilities remain under review.
How Are Sales Affected?
During the tests, TikTok researchers found that AI avatars failed to perform as effectively as human influencers in driving sales. For this reason, this new feature has not yet been released to the public. TikTok representatives emphasize that virtual influencers will serve as a complement and are not intended to replace human influencers.
Marketers’ Reactions
This announcement has caused additional concern among marketers, who already feel pressured by the increasing use of AI. Many worry that virtual influencers could manipulate audiences and alienate users from the platform. Furthermore, ethical concerns regarding AI-user interactions amplify their apprehension.
Concerns and Challenges
Although AI tools promise faster and more cost-effective work, two significant issues remain. Firstly, sales that do not meet expectations, and secondly, ethical concerns surrounding the use of AI. As a result, many businesses view this innovation with skepticism.
At present, TikTok has not made any official statements regarding the progress of the virtual influencers’ tests.
