TikTok is purportedly developing a novel feature that empowers brands to leverage virtual influencers, enabling them to showcase and sell products through videos and live-streams within the app. This initiative mirrors the success of similar endeavors within the Chinese iteration of the platform, which already boasts a roster of prominent virtual influencers. The reception of these digital personas among Western audiences remains an intriguing prospect, potentially influencing increased engagement and spending on TikTok.
According to insights from The Information, the forthcoming feature, currently in the developmental phase, is envisioned to automatically generate video ad scripts based on advertiser prompts. Moreover, it includes an AI-generated influencer to star in the video. Merchants on TikTok Shop could also leverage this tool to endorse their offerings, as disclosed by sources familiar with TikTok’s plans.
This innovation mirrors the functionality already operational on Douyin, the Chinese counterpart of the app. AI-powered hosts, akin to those depicted, have garnered immense popularity in the Chinese market, facilitating continuous streaming and substantial sales volumes. Furthermore, these virtual influencers present a cost-effective solution for brands, as highlighted by MIT Technology Review.
Since 2022, numerous Chinese startups and tech giants have offered services for creating deepfake avatars tailored for e-commerce live streaming. With a modest investment of $1,000 and a brief sample video, brands can replicate human streamers to operate round-the-clock. These AI clones emulate scripted dialogue provided by advertisers, with AI algorithms also contributing to script generation. Human intervention primarily involves inputting essential product details and reviewing generated scripts, while advanced iterations of the technology can engage with live audience comments in real-time. This adaptive approach further enhances the illusion of genuine interaction, allowing the AI streamer to adjust marketing strategies based on viewership metrics.
