TikTok has unveiled new AI tools for brands to create ads using realistic avatars, sparking mixed reactions about authenticity and effectiveness in the advertising industry.
TikTok announced the introduction of new tools allowing brands to create advertisements with realistic avatars generated by artificial intelligence. These avatars mimic human appearances and can either be selected from a library of stock avatars or customized to resemble specific creators. The avatars can be modified to fit various settings like kitchens or gardens and can be programmed to speak multiple languages using a new dubbing tool. Jessy Grossman of Women in Influencer Marketing believes A.I. will enhance creative output without reducing quality.
Despite potential benefits, some, like marketing professor Mara Einstein, question the authenticity and effectiveness of A.I.-generated ads, stressing that these avatars still exhibit unnatural behavior. Content creator Arielle Fodor expressed mixed feelings, acknowledging the technology’s accessibility potential while being cautious about its implications for the entertainment industry.
TikTok’s move into AI advertising reflects the platform’s continued focus on ad revenue, aligning with broader industry trends where companies like Instagram are also exploring similar technologies.
