The video-sharing giant, TikTok, now aims to strengthen its presence in the e-commerce sector by developing a new feature based on artificial intelligence. According to a report published by Business Insider, the social media platform is currently conducting trials aimed at implementing this new technology in order to encourage users to buy items similar to those they have seen in videos. This innovative feature will be able to identify objects present in a video and propose these products for sale on its online platform.
How does this artificial intelligence work?
The artificial intelligence being tested by TikTok could analyze and spot elements contained in videos, such as clothing or cosmetic products, without distinction between shopping-oriented content and non-shopping content. Thus, by identifying these objects, the platform will be able to integrate a purchase link directly into the video, redirecting the user to their merchant site to make purchases of similar products. However, it is important to note that in some cases observed during testing, the user who created the video was not informed that it would be used to promote sales.
A tool in testing phase in the United States and the United Kingdom
For now, this functionality has not yet been officially deployed. It is currently being tested in markets such as the United States and the United Kingdom, with no guarantee that it will be rolled out globally. However, if the testing phase proves successful, TikTok could significantly strengthen its position in the e-commerce market and directly compete with other social platforms like Instagram or YouTube that also offer integrated shopping features.
An initiative that raises certain questions
Although this new artificial intelligence-based feature may offer interesting opportunities for brands and content creators, it also raises several questions about how it will be used. Indeed, it is important to consider the ethical aspects related to the use of such technology.
Respect for privacy and user consent
First, it is pertinent to question the respect for users’ privacy and their right to be informed about the use of their personal data and that contained in their videos. As mentioned earlier, some tests were conducted without the explicit consent of the user who posted the video in question. This raises a transparency and ethics issue, as users must be able to decide whether or not to participate in this type of initiative.
Authenticity and impact on content quality
Moreover, the integration of this function could impact the quality and authenticity of the content shared on the TikTok platform. Indeed, the ability to generate revenue through integrated purchase links could influence creators to produce content primarily aimed at the promotion of products, to the detriment of the genuine and unique artistic expression that has contributed to TikTok’s success thus far.
What consequences for the future?
This new initiative from TikTok, although still in the testing phase, once again shows how important it is to constantly adapt in the digital realm and seek new ways to innovate and evolve. If the artificial intelligence-based feature were to be officially launched, it could redesign the e-commerce landscape and significantly alter the way the internet approaches shopping. However, it is crucial to ensure that data protection and respect for user privacy remain paramount in order to guarantee a secure and transparent online experience for all.
