TikTok’s Newest Influencers Aren’t Even Human
Human influencers, beware, TikTok just launched AI influencers who don’t need lunch breaks or paychecks.
TikTok has upgraded its AI-powered ad platform, Symphony, allowing brands to generate influencer-style videos using virtual avatars. Advertisers upload product images and text prompts, enabling AI models to mimic real influencers by wearing clothes or showcasing products. It’s influencer marketing, without human influencers.
AI advertising isn’t new, but TikTok’s latest move accelerates automation and cost reduction. Brands can now create unlimited synthetic influencer content cheaply, bypassing negotiations, creative disagreements, or human limitations. For real influencers, the implications are alarming: lower rates and fewer opportunities.
Considering this bold shift, three urgent realities emerge:
- AI-generated influencers threaten traditional human-created content.
- Automation significantly cuts advertising costs and increases scalability.
- Authenticity and trust erode further if AI-generated content becomes the norm.
We’re at a turning point, AI automation reshaping industries we assumed uniquely human. This shift demands that we rethink the future of creative roles and authenticity online. If AI influencers replace human connections, how do we keep digital marketing genuine?
Read the full article on The Verge.
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