TikTok has introduced AI-powered avatars that are designed to represent real people and are set to change the way brands and creators engage with their audiences. Andy Yang, Head of Creative Product at TikTok, expressed the company’s goal of empowering creators globally through generative AI technology. To further explore the implications of this innovation, El Comercio interviewed security analyst Isabel Manjarrez from Kaspersky and Marketing professor Mario Gallo Medina from USIL.
Manjarrez explained that the AI algorithms used to create these avatars rely on advanced image processing and deep learning techniques, utilizing neural networks to recognize patterns. The training of these AI models involves large datasets of images to capture key facial and body features utilizing GANs. Once trained, the AI model generates avatars based on features learned from original images.
Gallo emphasized that artificial intelligence is becoming a crucial tool in marketing, aiding in social media campaign planning and understanding consumer behavior online. He noted that TikTok’s avatars provide a range of possibilities, from audio and video to replicating physical human characteristics with lifelike movements. While traditional advertising remains relevant, the use of digital tools like TikTok’s avatars can optimize advertising strategies while reducing costs.
Both experts highlighted the ethical challenges posed by using AI-generated avatars, including protecting personal data and preventing misuse for creating false content or identity theft. Regulation and responsible use of technology are essential to address these challenges and maintain consumer trust.
Gallo also discussed the transformative technologies impacting the business landscape, such as crypto wallets, payment gateways, and cryptocurrency adoption in global commerce. Embracing these technologies can enhance business operations and open up new markets. The responsible use of technology, coupled with regulatory frameworks, is crucial for navigating the evolving digital landscape.