TikTok is shaking up the influencer scene with its new AI-powered virtual influencers. This finding has led to a cautious approach in making this feature available to marketers. TikTok emphasizes that these AI influencers should complement existing human creators rather than replace them entirely.

While the concept of AI influencers opens doors to new possibilities in marketing, there are concerns among advertisers regarding their potential for manipulative tactics. Moreover, the rise of virtual creators could pose a threat to real influencers, possibly prompting some users to leave the platform.

Reports suggest that TikTok is actively working on AI avatars capable of reading scripts for video ads generated from prompts by brands and TikTok Shop sellers. However, this feature is still in its testing phase and subject to potential changes.

During testing, TikTok researchers encountered an interesting discovery: AI avatars have not yet matched the e-commerce sales generated by their human influencer counterparts. This finding has led to a cautious approach in making this feature available to marketers. TikTok emphasizes that these AI influencers should complement existing human creators rather than replace them entirely.

While the concept of AI influencers opens doors to new possibilities in marketing, there are concerns among advertisers regarding their potential for manipulative tactics. Moreover, the rise of virtual creators could pose a threat to real influencers, possibly prompting some users to leave the platform.

Despite the allure of cost-effectiveness and efficiency associated with AI influencers, brands are urged to exercise caution. Lower sales and ethical considerations underscore the importance of evaluating the true value proposition before fully embracing this new trend in influencer marketing.