The integration of artificial intelligence (AI) into social media platforms is continuously evolving, with TikTok at the forefront of AI innovation. While many social platforms are still searching for effective use cases for generative AI, TikTok’s Chinese sister app, Douyin, is experimenting with generative AI search. This feature has the potential to enhance user discovery both inside and outside the app, expanding the platform’s utility and offering a competitive advantage in the market.
Douyin’s “AI Search” feature is situated within the app’s search interface, alongside other search services such as products, group buying, users, and videos. Users can input relevant questions or information into the AI Search to obtain answers generated by intelligent search technology. What sets Douyin’s AI Search apart is its ability to provide answers not only from high-quality videos within the app but also from third-party websites. The inclusion of provided links allows users to access more details and explanations. Moreover, the AI Search can suggest related questions based on user queries, offering a more comprehensive search experience.
TikTok, recognized as a powerful discovery tool, aims to leverage generative AI search to enhance its offerings and attract a larger user base. Adobe’s research has shown that TikTok is already widely used as a discovery engine, particularly among younger users. This finding provides TikTok with the opportunity to match user queries with internal shops and providers, making the platform more valuable to advertisers. Currently, TikTok offers Search Ads to display products prominently in relevant search pages. By incorporating AI-based search and expanding its capacity, TikTok can position itself as a top-tier discovery platform, further driving user engagement and attracting more ad activity.
As TikTok observes an increase in search behavior, it can proactively seek more advertisers in specific categories based on related queries. For instance, if users are frequently searching for dog toys, TikTok’s sales team can approach more advertisers in the same category. Additionally, TikTok has the option to fulfill product demands internally by partnering with Chinese manufacturers to provide custom products aligned with emerging trends. This integration of a Temu-style marketplace within the platform allows TikTok to tap into the growing popularity of in-stream shopping, expanding its offerings and revenue streams.
Despite the introduction of various generative AI elements, most social media platforms have not yet capitalized on the long-term value of AI tools. TikTok, on the other hand, has demonstrated its commitment to integrating AI into its platform. Generative AI search offers a more valuable consideration as it enhances the discovery experience for users. Additionally, TikTok is experimenting with AI-powered song creation, which aligns with the platform’s strong connection to music trends. These AI advancements position TikTok as a leader in the integration of AI technology and provide the platform with a competitive edge over its peers.
The advancement of generative AI search in TikTok’s Douyin app showcases the platform’s dedication to enhancing user experience and expanding its market presence. By incorporating AI-based search, TikTok aims to position itself as a leading discovery platform, attracting more users and ad activity. The integration of AI technology into social media platforms is still in its early stages, and TikTok’s efforts to explore innovative applications highlight its pioneering role in this domain. As TikTok continues to refine and expand its AI offerings, it holds the potential to shape the future of social media engagement and further solidify its position as a dominant player in the industry.
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