The What: AI-Driven Virtual Influencers on TikTok - TikTok is reportedly developing a feature that allows brands to utilize AI-generated virtual influencers for product promotion through videos and live streams on the platform, a strategy already successful in the Chinese version of the app, Douyin. The Why: Engaging Audiences with AI Influencers - AI hosts can stream 24/7, reaching wider audiences and driving significant sales. Their cost-effectiveness and ability to interact with the audience in real-time present a compelling case for brands to consider this innovative marketing approach. The How: Streamlining Product Promotion with AI - The feature, still under development, creates a video ad script based on advertiser input and generates an AI influencer to perform in the video. The AI clones mimic advertiser scripts, and advanced versions can respond to live comments and adjust marketing strategies based on viewer numbers. The Challenge: Western Market Receptivity - While this strategy has found success in the Chinese market, Western audiences have been slower to adopt shopping through the TikTok platform. The challenge lies in whether virtual influencers can drive TikTok's commerce streams to new heights, mirroring Douyin's success. The Future: AI Bots Selling Products - As TikTok continues to enhance its commerce efforts, the potential benefits of AI influencers pitching products for brands are significant. The path forward involves monitoring the effectiveness of these AI bots in selling products and gauging audience receptivity.

April 12, 2024 6:34 AM