In an effort to revolutionize the way brands and creators engage with their audiences, TikTok has unveiled AI-powered avatars that can represent real people. These avatars, created through advanced image processing and deep learning techniques, are set to change the landscape of online engagement.
Andy Yang, Head of Creative Product at TikTok, shared the company’s vision of empowering global creators through generative AI technology. To better understand the implications of this innovation, El Comercio interviewed security analyst Isabel Manjarrez from Kaspersky and Marketing professor Mario Gallo Medina from USIL.
Manjarrez explained how the AI algorithms used to create these avatars rely on neural networks to recognize patterns and utilize GANs to train large datasets of images capturing key facial and body features. Once trained, the AI model generates avatars based on features learned from original images.
Gallo emphasized that artificial intelligence is becoming increasingly crucial in marketing, aiding in social media campaign planning and understanding consumer behavior online. He noted that TikTok’s avatars provide a range of possibilities for creators, including audio and video content as well as replicating physical human characteristics with lifelike movements. While traditional advertising remains relevant, digital tools like TikTok’s avatars can optimize advertising strategies while reducing costs.
However, both experts highlighted ethical concerns associated with using AI-generated avatars such as protecting personal data and preventing misuse for creating false content or identity theft. Regulation and responsible use of technology are crucial to address these challenges and maintain consumer trust.
Gallo also discussed the transformative technologies impacting businesses today such as crypto wallets, payment gateways, and cryptocurrency adoption in global commerce. Embracing these technologies can enhance business operations while opening up new markets but it is important to navigate them responsibly with regulatory frameworks in place.
In conclusion, TikTok’s introduction of AI-powered avatars represents a significant shift in online engagement that presents both opportunities and challenges for brands and creators alike. As technology continues to evolve rapidly, companies must remain vigilant about ethical considerations while embracing innovations that can help them stay ahead in a competitive marketplace.
