TikTok is integrating new AI influencers into its advertising strategy
They are currently testing a new feature — AI-generated video ads. This is somewhat similar to the concept of “hygiene” and similar formats. By the way, their platform Symphony has been operating since last year, and different types of AI-generated content have already been used there.
But now, avatars are starting to try on clothes, hold products, talk about goods, and even interact with them. Most users often don’t even realize that what they see on the screen are not real people, but virtual characters.
You can choose gender, age, behavior style, and language to tailor the advertisement as precisely as possible to a specific audience and product. Essentially, this creates a customizable placement that is easily scalable. It’s important to note that this is not just about creating avatars and placing them in videos but about a full-fledged tool within the advertising dashboard that allows managing scales and settings.
So far, this format is being tested in the US, but it’s already clear that this signals how social media marketing will change in the coming years.
Undoubtedly, the results of these methods will appeal to everyone — it’s now easier and faster to test many creative ideas without significant costs. Moreover, it’s possible to test a vast number of options without spending on filming or creating UGC/EGC. This is a great opportunity to understand what works best, and then involve real people if needed. Perhaps, over time, there will be a shift to fully virtual campaigns — everything will depend on the level of trust and interest from the audience.
If this trend takes hold, marketers and users will begin to treat familiar formats with less skepticism, as everyone tends to replicate what has already proven successful for others. Ultimately, this could become a testing ground for virtual personas and new strategy experimentation.
What do you think — would you buy a product endorsed by such a virtual influencer? And if in the future you learn to distinguish a real person from AI, will you stop trusting virtual recommendations?