The next ad you see on TikTok might not feature a human at all. With new features like avatars and instant video generation, brands now have the power to create ads with virtual “influencers.”
In its latest update, TikTok rolled out several generative AI features for advertisers as a part of TikTok Symphony. This suite of generative AI tools is designed to help “streamline creative production and spark bold new ideas.”
These include tools like:
- Text to Video allows users to type a prompt like “makeup haul,” and TikTok will generate a fully produced video.
- Image to Video will allow users to upload a single photo and get a full animated video in return.
- AI avatars enable users to choose from a range of digital “influencers” to deliver your ad.
This move allows marketers to create fast, low-cost, scroll-stopping content with no need for actors, sets or social partnerships.
“By blending cutting-edge technology with human creativity, we’re building a new creative standard, one that’s more accessible, more agile, and more inspiring than ever before,” said Andy Yang, global head of creative and brand products, in Monday’s announcement.
The influencer dilemma
While this innovation could save brands thousands of dollars, it could disrupt the influencer economy.
A 2024 study from creator management platform Grin found that 74% of consumers have purchased a product based on an influencer’s recommendation.
“The survey’s results show that creator content is a critical part of the buyer journey for the modern consumer,” said Brandon Brown, co-founder and CEO of Grin, in a press release. “Brands not doing it are missing out.”
The study also found that 38% of shoppers turn to influencers instead of reading traditional product reviews. Among Gen Z, 66% watch reviews on social media before making a purchase.
That raises the question: Will consumers trust a digital avatar the same way they trust real people?
What this means for content creators
Influencers themselves may face the biggest challenge from AI advertising tools.
While brands benefit from lower costs and more content, creators could lose out on one of their primary income streams. A January report by social media management platform Later surveyed over 350 U.S.-based influencers. It found that 94% of creators said brand partnerships were their top source of revenue.
If brands start opting for AI-generated spokespeople, many creators could find themselves left out of future ad budgets.
The future of AI in advertising
AI influencers are already gaining traction on social media. TikTok users like @aliyah.ai amassed more than 4,400 followers and 121,000 likes in just one week — all with AI-generated videos created using Google’s Veo platform.
Veo is the same AI-video generator sports betting company Kalshi used for an ad spot during the NBA Finals. The Verge reports it cost just $2,000 to make.
The AI ad trend isn’t limited to TikTok or commercials. Platforms like Meta are investing heavily in automating ad creation with artificial intelligence. They plan to fully automate ads by 2026, according to The Wall Street Journal.
