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TikTok’s new AI tools allow brands to generate full ads — including videos and virtual influencers — without using real people.
While brands may save money, studies show consumer trust still heavily relies on human creator content, especially among Gen Z.
The shift could threaten influencer income, as 94% of creators say brand partnerships are their top revenue stream.
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:
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.
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?
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.
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.
The introduction of TikTok's generative AI advertising tools marks a potential shift in digital marketing, influencing both the way brands create ads and how influencers and consumers engage with advertising content.
TikTok's rollout of generative AI tools enables brands to produce ad content without traditional methods, potentially leading to faster, lower-cost and more scalable advertising.
The rise of AI avatars and automated ads could undermine the traditional influencer marketing model, impacting creators whose incomes rely on brand partnerships.
As stated by research cited in the article, consumer reliance on real influencers for purchasing decisions raises questions about whether AI-generated avatars will garner the same level of trust.
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