TikTok Experimenting with AI-Powered In-Stream Search
TikTok, the short-form video platform synonymous with viral dances and catchy trends, is quietly making strides in another direction: artificial intelligence. While other social media giants are still fiddling with AI-powered filters and effects, TikTok is exploring a potentially game-changing use case: generative AI search. This technology, currently being tested in its Chinese sister app Douyin, could transform TikTok from a mere entertainment platform into a powerful discovery engine, boosting its value for both users and businesses.
Douyin's AI Search: Beyond Viral Videos
Douyin's "AI Search" feature goes beyond simply finding videos within the app. Capable of:
Answering user questions: Using intelligent search technology, Douyin can understand and respond to user queries, drawing information from both internal videos and external websites.
Suggesting related searches: Based on user input, the AI recommends questions that might pique their interest, deepening their exploration within the platform.
This built-in AI assistant effectively expands Douyin's search capabilities, making it more than just a video library. It becomes a gateway to a wider world of information and discovery.
TikTok: Following the Discovery Trail
This shift towards discovery aligns perfectly with TikTok's growing role as a search engine, especially among younger generations. As research by Adobe shows, users increasingly turn to TikTok to find things, making it a valuable tool for brands looking to reach targeted audiences.
For TikTok, this presents exciting opportunities:
Matching queries to internal shops: By understanding user search patterns, TikTok can connect people with relevant products and services within the app, turning it into a one-stop shop.
Enhanced Search Ads: Incorporating AI search can refine the targeting of TikTok's existing Search Ads, making them even more effective for brands.
Attracting new advertisers: By highlighting the volume of relevant searches in specific categories, TikTok can entice more businesses to join its advertising ecosystem.
Beyond Ads: Building a Temu-Style Marketplace
TikTok's ambitions extend beyond advertising. The platform seems to be eyeing a Temu-like marketplace, leveraging its in-stream shopping capabilities and AI-powered discovery to offer users a seamless shopping experience.
Sourcing trend-driven products: Using AI to identify trending topics and unmet demands, TikTok could partner with manufacturers to offer custom-made products directly within the app.
Proactive sales outreach: By understanding user search behaviour, TikTok's sales team can proactively reach out to relevant businesses and highlight potential sales opportunities.
This shift towards a curated marketplace could significantly boost TikTok's revenue and user engagement.
AI: Beyond the Novelty Phase
While other social media platforms dabble in AI-powered features, mostly for entertainment purposes, TikTok's focus on generative AI search signifies a more strategic approach. This technology has the potential to:
Increase user engagement: By offering a more personalised and informative experience, AI search can keep users glued to the platform for longer.
Drive business growth: By providing targeted advertising and facilitating in-app purchases, AI can significantly boost TikTok's revenue potential.
Tap into the AI trend: By embracing cutting-edge technology, TikTok can position itself as a leader in the social media landscape.
Although TikTok hasn't officially confirmed its plans for AI search, the Douyin experiment suggests it's only a matter of time before this feature hits the global platform. This shift could mark a significant evolution for TikTok, transforming it from a fun-filled playground to a powerful discovery engine and potentially a lucrative shopping destination. The future of social media might just lie in AI, and TikTok seems poised to lead the charge.
