TikTok users exhibit a 40% higher enthusiasm for generative AI in advertising compared to users on other platforms. A TikTok Marketing Science study conducted in April 2024 across the US, UK, and Indonesia reveals that TikTok users are significantly more familiar with generative AI, with a 60% higher likelihood of familiarity and a 20% higher likelihood of having used it for tasks like learning, and creating and editing content.
Generative AI is transforming content creation, enabling marketers and creators to maximize their Return on Creative. TikTok users are not only familiar with generative AI but also optimistic about its potential to amplify creativity rather than replace it. They are 40% more likely to express excitement about AI's role in future content creation.
User Perceptions and Benefits
- Efficiency Enhancer: Over 80% of TikTok users agree that generative AI streamlines creative workflows, allowing more focus on creative tasks.
- Empowering Creativity: 73% believe AI can bring ideas to life, a sentiment shared by 14% more users than those on other platforms. TikTok users are also 24% more likely to believe AI can push creative boundaries.
TikTok users show a 40% higher likelihood of embracing AI-generated ads and view brands using AI as innovative, creative, and cutting-edge. They believe AI allows for more personalized experiences, with a 24% higher likelihood of believing AI can deliver tailored advertisements.
Despite the excitement, ethical considerations are crucial. 66% of TikTok users demand ethical use of generative AI, 60% want AI-generated content to be clearly labeled, and 59% expect brands to verify the accuracy of AI-driven materials. Additionally, 70% agree that partnerships with professional creators build trust when brands use AI in advertising.
Generative AI offers brands on TikTok a unique opportunity to blend human creativity with AI-driven efficiency. TikTok Symphony, a new suite of AI-powered creative solutions, has been introduced to simplify and scale the creative process. By prioritizing transparency, maintaining ethical standards, and partnering with trusted creators, brands can unlock the full potential of generative AI on TikTok.
Rachael Ryan, Head of Research & Insights, North America & Global, emphasizes that TikTok is a platform where creative opportunities are endless, and the community is ready to embrace generative AI. This presents a real opportunity for brands to experiment with AI and push creative boundaries.
Stay tuned for more insights on the responsible and impactful use of generative AI in marketing.
