TikTok may soon allow brands to use AI bots to promote their products. These virtual influencers would create videos and live-streams on behalf of brands within the app. This concept is not new, as the Chinese version of TikTok already features popular virtual influencers. It remains to be seen if Western audiences will embrace these digital characters and increase their spending on TikTok as a result.
According to sources, the feature is still under development. It would involve generating a video ad script based on the advertiser’s prompt and using an AI-generated influencer to perform in the video. Merchants on TikTok Shop could also utilize the AI influencer tool to promote their products.
In China, AI hosts have gained immense popularity, generating substantial sales through 24/7 live-streams. TikTok aims to replicate this success by expanding its commerce efforts. However, TikTok’s commerce revenue still lags behind its Chinese counterpart, Douyin, which saw over $270 billion in consumer spend compared to TikTok’s $3.8 billion in 2023.
The introduction of virtual influencers could potentially propel TikTok’s commerce streams to new heights, but its success remains to be seen.
