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The Future. TikTok is working on a new AI tool that would let advertisers build their own TikTok influencers. While the feature could put the company on thin ice with the creators that helped popularize the platform, some leading-edge influencers may try to use the tool in creative ways to bolster their own business.
Creating creators
TikTok ushered in a new generation of creators… and now it wants to literally create a new generation.
- TikTok is in development on a feature that would allow brands to generate AI avatars and a script for them to read just from a prompt.
- Merchants on TikTok Shop could also use the tool to promote products in videos.
- The company is also pitching the tool as something additive to human creators, rather than a replacement — clearly tiptoeing around angering high-profile users, especially as Shop gains steam.
The tool still has a long way to go, according to The Information, and early internal studies show that customers prefer human creators over the AI ones.
Something about flesh-and-blood influencers must feel a little more… trustworthy.
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