TikTok launches AI-powered avatars: are we facing a revolution in digital advertising or a digital danger?

TikTok has taken a bold step into the future of advertising with the launch of its new AI-powered avatars. Designed to represent real people, these avatars promise to transform the way brands and creators interact with their audiences.

“At TikTok, our goal is to empower creators and unleash their creativity to a global audience with the power of generative AI.“said Andy Yang, Head of Creative Product at TikTok.

To understand the impact and implications of this innovation, El Comercio spoke with Isabel Manjarrez, security analyst at Kaspersky in Latin America, and Mario Gallo Medina, professor of Marketing at the Universidad San Ignacio de Loyola (USIL).

How do AI-powered avatars work?

As a first point, let’s understand how the company’s tool works. According to Manjarrez, “Generative AI algorithms used to create avatars of real people, such as those announced by TikTok, typically employ a combination of advanced techniques in Image processing and deep learning (Deep Learning), using neural networks to recognize patterns.”

In detail, the expert points out that, to train these AI models, large data sets are used. data with images of faces and bodies,Generative adversarial networks (GANs) are also used, where two networks compete: one creates fake images and the other evaluates them to distinguish between real and fake. Over time, the generator improves until the fake images are almost indistinguishable from the real ones.

“Are needed good quality images,preferably taken from different angles, to capture key facial features (eyes, nose, mouth, bone structure) and body features of the person“, says the expert.

Once trained, the model creates avatars based on the features learned from the original images.

The future of digital advertising

“Artificial intelligence is here to stay”, says Mario Gallo. He explains that, in marketing, he helps to schedule social media campaigns and research people’s searches on the web.

Regarding the digital tool that TikTok is proposing, he points out that it offers a wide range of possibilities, from audio and video to the duplication of physical human characteristics with movements that resemble those of a real person.

In this sense, “The virtual avatar leaves aside a series of these classic advertising achievements which is hiring actors, doing pre-production things that take a long time in practice,” reveals.

With avatars you can not only significantly reduce costs and streamline pre- and post-production of ads, the expert explains that it also allows for a “deeper” connection with the public and the rapid generation of content without the need for multiple recordings.

But will traditional advertising then cease to exist? Gallo argues that although advertising strategies are changing with the emergence of new digital tools, Traditional advertising is still relevant and effective for certain products and audiences.

“Companies choose their advertising media according to their target audienceFor example, Netflix will use little traditional advertising because its audience is on digital media (…). On the other hand, for products like cookies, traditional advertising is used more because it is more effective for its audience.”

Therefore, tools like those presented by TikTok will help complement and optimize advertising strategies, but will not eliminate traditional advertising.

“AI will complement advertising investment,making productions more accurate and reducing costs. This is especially useful for small companies that cannot afford actors or image rights, allowing them to use digital avatars and inexpensive content,” says the USIL teacher.

Ethical challenges

“Everything is amplified by technology, for better or worse,” Mario emphasizes. He warns about the risk of promising more than can be delivered,which could affect consumer confidence. It also emphasizes that professionals must use these technologies responsibly and not mislead people.

For her part, Isabel Manjarrez says that using avatars generated by artificial intelligence poses significant ethical challenges. These include: Protect sensitive personal data such as facial images against unauthorized access and prevent malicious use to create false content or impersonate identities.

“The ease with which realistic avatars can be created increases the risk of identity theft, weakening trust in the authenticity of social media profiles and the platform itself. In addition, AI-created avatars can be used to generate misleading content or false, increasing the effectiveness of disinformation campaigns,” states.

In this regard, the Kaspersky expert proposes establishing clear regulations and standards for the creation and use of avatars, while Mario adds that responsible use of technology depends on the training of the professional who handles it.

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Emerging technologies for advertising and marketing

The USIL teacher identifies, beyond the novelty that TikTok brings with its AI avatars, two technologies that are rapidly transforming the landscape.

• Holograms: They offer an innovative way to present products and services in a visually striking way. They can be used at live events, product launches and marketing campaigns to create immersive and memorable experiences.
• Augmented reality: combines virtual elements with the user’s physical environment, allowing brands to create interactive and personalized experiences. This can include virtual product try-ons, interactive ads, and AR-based buying guides that transform how consumers interact with brands.