TikTok Introduces A.I.-Generated Avatars for Ads, Blurring the Line Between Real and Virtual
In a move that could revolutionize the advertising industry, TikTok announced on Monday the introduction of new tools that will allow brands to create ads using avatars generated by artificial intelligence. These avatars, which look like real people, can be customized to meet the brand’s specifications and placed in various settings to promote products or services.
The new features will offer brands two options for avatars: stock avatars created from video footage of real paid actors licensed for commercial use, or customizable avatars that can be designed to resemble a specific creator. Brands will have the ability to modify the avatars, including what they say or do, and a dubbing tool will enable them to speak in multiple languages.
While these A.I.-generated avatars are designed to enhance creativity and imagination, some experts have raised concerns about the potential confusion they may bring to the platform. Mara Einstein, a marketing professor and TikTok creator, noted that the avatars’ speech and behavior may come across as “stilted,” potentially falling short of connecting with consumers on a human level.
Despite the skepticism, others see the potential for A.I. technology to revolutionize influencer marketing and advertising at scale. Jessy Grossman, founder of Women in Influencer Marketing, believes that A.I. tools can help creators work faster and more efficiently without sacrificing creativity.
However, not everyone is fully on board with the idea of A.I.-generated avatars in advertising. Arielle Fodor, a content creator with 1.3 million TikTok followers, expressed concerns about the impact of A.I. on the entertainment industry, particularly in light of last summer’s actors strike. Fodor emphasized the importance of human connection in videos and ads, something that A.I. may struggle to replicate.
As technology continues to evolve, the debate over the role of A.I. in advertising will likely intensify. While some see the potential for innovation and efficiency, others remain cautious about the implications for human creativity and authenticity in the digital age.
