TikTok has taken a major step towards the future of advertising with the introduction of AI-powered avatars designed to resemble real people. These avatars are set to revolutionize how brands and creators interact with their audiences, as they empower creators and showcase their creativity on a global scale using generative AI.
To gain insight into the impact of this innovation, El Comercio spoke with security analyst Isabel Manjarrez from Kaspersky in Latin America and marketing professor Mario Gallo Medina at Universidad San Ignacio de Loyola. The avatars on TikTok use advanced techniques such as image processing and deep learning to create realistic representations of real people. Large datasets and generative adversarial networks are used to train the AI models, which then generate avatars based on learned features from original images.
Mario Gallo highlights that artificial intelligence is becoming increasingly important in marketing, helping companies create effective social media campaigns and understand consumer behavior. The virtual avatars offered by TikTok provide numerous benefits such as reducing costs and streamlining ad production. However, traditional advertising will still remain relevant as companies choose their advertising media based on target audiences and the effectiveness of traditional advertising for certain products.
However, there are ethical concerns that need to be addressed when it comes to AI-generated content. Isabel Manjarrez emphasizes the importance of protecting sensitive personal data and preventing malicious use of avatars to create false content. Clear regulations and standards are necessary for responsible handling of technology to maintain consumer trust and prevent misuse of AI-generated content.
In conclusion, while AI avatars offer new opportunities for brands and creators to engage with their audiences in a cost-effective manner, traditional advertising will continue to play a role in marketing strategies. The responsible use of technology is crucial to maintain consumer trust and prevent misuse of AI-generated content. Tools like AI avatars on TikTok complement traditional advertising and offer new possibilities for brands and creators to reach their target audience effectively while keeping consumers informed about the latest trends in marketing strategies.