Brands Can Leverage New TikTok Ad Tools to Harness AI Over Influencers

TikTok is revolutionizing advertising with the introduction of generative AI features under TikTok Symphony, enabling brands to create ads using virtual influencers. New tools include “Text to Video,” allowing users to generate videos from text prompts, and “Image to Video,” which creates animations from a single photo. These innovations let marketers easily produce engaging content without the need for actors or extensive resources. However, this shift may disrupt the influencer economy, as a study indicates that 74% of consumers rely on influencer recommendations for purchases. While brands stand to benefit from cost savings, creators might find their primary income stream at risk as companies opt for AI-generated spokespeople. The trend toward AI advertising is set to grow, with other platforms like Meta also investing in automated ad creation. As AI influencers gain popularity on social media, the question remains whether consumers will trust digital avatars as much as real people.

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