This article was published on the Eleytheros Typos website on Tuesday 23/07/2024

Groundbreaking news recently came to the forefront as TikTok announced the experimental use of virtual influencers powered by artificial intelligence (AI) to compete with real influencers in advertising partnerships.

These digital avatars have the ability to execute scripts for promotional videos created from prompts submitted by businesses or vendors to TikTok. Although the feature is still in testing, all of its features and capabilities remain under review.

How are Sales affected?

In testing, TikTok researchers found that AI avatars failed to perform as effectively as human influencers in sales. For this reason, this new feature has not yet been made available to the public. TikTok representatives emphasize that virtual influencers will work as a complement and are not intended to replace human influencers.

The Reactions of Marketers

This announcement has caused further concern among marketers, who are already feeling the pressure from the growing use of AI. Many are concerned that virtual influencers could manipulate audiences and alienate users from the platform. In addition, ethical concerns about AI and user interaction are adding to their concerns.

Concerns and Challenges

Although AI tools promise faster and cheaper work, two important issues remain. On the one hand, sales falling short of expectations and, on the other, ethical concerns surrounding the use of AI. As a result, many businesses are skeptical about this innovation.

At the moment, TikTok has not made any official statements about the progress of the tests of virtual influencers.