1️⃣ Introduction to AI Avatars
TikTok is set to revolutionize its advertising strategy by introducing AI avatars. These virtual influencers will read scripts provided by TikTok Shop sellers and advertisers. As of now, the feature is still in the development stage and undergoing internal tests, which have shown that AI avatars are not yet ready to outperform human influencers in driving e-commerce sales.
2️⃣ The Competitive Edge
Despite their initial lower performance, TikTok believes these AI creators could complement the current human influencers. The main appeal of AI avatars lies in their ability to offer a consistent and possibly ever-present advertising presence, unlike human influencers who may have scheduling conflicts or brand alignment issues.
3️⃣ Financial and Community Impact
The introduction of AI avatars raises questions about the distribution of sponsorship dollars and the potential reduction of opportunities for human creators. With TikTok previously ending its $1 billion creator fund—criticized for insufficient payouts—this new feature could further complicate creator earnings and community dynamics.
4️⃣ Looking Forward
The company has not finalized how it will integrate AI avatars with human influencers. How TikTok will manage this integration without alienating its content creators remains to be seen, especially as the platform continues to navigate legislative scrutiny and community expectations.
Will AI avatars change TikTok's creator economy?
