TikTok is reportedly developing AI-powered virtual influencers that will be able to compete against human creators for lucrative advertising contracts.

The new AI avatars can allegeldy read scripts for video ads created from prompts submitted by brands and TikTok Shop sellers. However, this feature is still in its testing phase so everything is subject to change, reports The Information.

Impact on sales. During testing, TikTok researchers discovered that AI avatars haven’t generated as many e-commerce sales as human influencers. This is reportedly why the new feature hasn’t been made available to marketers yet. The platform suggests that this feature should complement existing human creators rather than replace them.

Concerns. Some advertisers worry that AI influencers could be used for manipulative marketing tactics. Additionally, the rise of virtual creators could steal business from real influencers, possibly leading some users to leave the platform.

Why we care. Even though using AI influencers for promoting products might seem cheaper and quicker for your campaigns, considering the lower sales and ethical concerns involved, it might not be the best choice for brands as things currently stand.

What TikTok is saying. TikTok did not immediately reply to Search Engine Land’s request for comment.

Deep dive. Read How Advertisers Can Leverage AI and Automation at Scale for more information on how to implement AI into your ad strategy.