It doesn’t matter whether you’re trying to sell a service or a product; it’s important to be able to create a marketing campaign that connects with the target audience. This is why we’ve always had humans behind ads and marketing, looking for ways to get a product to speak to you enough that you decide to spend your money on it.
At the 2024 TikTok World Product Summit, the company announced some changes to its advertisement policies, one of the biggest money-makers for the platform. Now, a recent addition finds a way to stuff generative AI into the mix. I’m sure that advertisers are going to love it because it means less work on their side, but I feel it’s going to promote a disconnect between the product and the consumer if it is noticeable that the campaign was constructed with lines of code.
The tools for creating these campaigns are part of a suite of features called TikTok Symphony. Now, ad creators won’t need to write their own scripts or bother about certain elements of video production. This means advertisers can get new campaigns out much quicker.
I recognize that generative AI is very capable in many ways, but I personally believe this new addition to TikTok will only promote quantity over quality. I’m always open to being proved wrong though, so let’s see what things look like once these artificial campaigns start to hit our screens.
TikTok Is Still Embroiled In A Whole Battle With The US Government
Of course, this major announcement came amidst TikTok’s whole big thing with the US government. In case you’re not up to speed, the summary is that the US government doesn’t trust what ByteDance, the parent company of the major social media platform, might be doing with the user data of US citizens, and as a result, has given the company an ultimatum to sell TikTok to an American company, or risk a complete ban in the United States.
The company is going to fight back against this decision, unsurprisingly, especially considering how large a money-making market the United States is, but they have stated that they would rather opt for a ban in the US rather than selling TikTok. That also isn’t surprising, considering how large a cash cow TikTok must be for ByteDance.
