TikTok users show enthusiasm for generative AI in advertising, study finds
TikTok users show 40 percent higher excitement for generative AI integrated in advertising than users on other platforms.
Generative AI is revolutionizing how marketers and creators develop, produce, and optimize content, unlocking new possibilities in amplifying creativity and in turn maximizing their Return on Creative. But how do audiences feel about the technology, and its integration in content creation and advertising?
A recent TikTok Marketing Science study, conducted in April 2024 across the US, UK, and Indonesia via AYTM, sheds light on TikTok users’ perceptions of generative AI and how brands can leverage this technology for more impactful content.
Generative AI's growing impact on TikTok
#GenerativeAI as a topic has been gaining momentum on TikTok, especially during major AI events like OpenAI’s ChatGPT launch.
This growing interest has positioned TikTok users as leaders in this technological shift, with a 60% higher likelihood of familiarity with generative AI compared to users on other platforms.¹ They are also 20% more likely to have used it,² primarily for purposes like learning, and creating and editing existing content like images, audio and videos.³
Excitement around generative AI and its implementation in advertising
TikTok users are not only familiar with generative AI but are also optimistic about its potential. They view it as a tool that amplifies creativity rather than replacing it. Compared to users of other platforms, TikTok users are 40% more likely to express excitement about the future of content creation due to AI.⁴
More specifically, they recognize generative AI as a pivotal efficiency enhancer, with over 80% of users concurring that it streamlines creative workflows, allowing them to focus more on creative tasks.⁴,⁵
Additionally, they are captivated by AI's capacity to empower human creativity—73% believe AI can breathe life into ideas, a sentiment shared by 14% more users than those on other platforms.⁴ And TikTok users are 24% more likely to believe in AI's ability to push creative boundaries.⁴
This excitement also extends to advertising. TikTok users show a 40% higher likelihood of embracing AI-generated ads compared to users of other platforms,⁶ and perceive brands using AI as innovative, creative, and cutting-edge.⁷ In their view, the technology allows for more personalized experiences, with TikTok users being 24% more likely than those on other platforms to believe AI can deliver tailored advertisements.⁶
Ethical concerns and demand for transparency
Despite the excitement surrounding generative AI, ethical considerations remain a priority. 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.⁸
They also believe working with professional creators is a way to build credibility, with 70% of users agreeing that such partnerships help build trust when brands use AI in advertising.⁹
The AI opportunity for brands
Generative AI offers brands on TikTok a unique opportunity to blend human creativity with AI-driven efficiency. TikTok users are eager to embrace this next frontier in content creation and advertising, and brands that navigate this space thoughtfully will cultivate more engaged and loyal audiences.
To empower marketers and creators leveraging generative AI, we introduced TikTok Symphony—a new suite of AI-powered creative solutions, designed to simplify your creative process while scaling it to new dimensions. If you can imagine it, you can create it with TikTok Symphony.
By prioritizing transparency, maintaining ethical standards, and partnering with trusted creators, brands can unlock the full potential of generative AI on TikTok.
"TikTok is a place where the opportunities for creativity are endless, and that includes creative solutions that utilize generative AI. Our research shows the TikTok community is not only excited about generative AI’s potential to support even more creativity, but they openly welcome it. This creates a real opportunity for brands to experiment with AI, push the boundaries and try something new, knowing the audience is ready to embrace it."
As we continue to research and explore this dynamic landscape, stay tuned for more insights on the responsible and impactful use of generative AI in marketing.
Sources
TikTok Marketing Science Global Gen AI Consumer Perceptions and Usage Survey [US, UK, ID] via AYTM, April 2024; Base: TikTok and non-TikTok, 18+ users [Q1] (n = 1,495).
TikTok Marketing Science Global Gen AI Consumer Perceptions and Usage Survey [US, UK, ID] via AYTM, April 2024; Base: TikTok and non-TikTok, 18+ users [Q2] (n = 895)
TikTok Marketing Science Global Gen AI Consumer Perceptions and Usage Survey [US, UK, ID] via AYTM, April 2024; Base: TikTok and non-TikTok, 18+ users [Q4] (n = 493)
TikTok Marketing Science Global Gen AI Consumer Perceptions and Usage Survey [US, UK, ID] via AYTM, April 2024 Base: TikTok and non-TikTok, 18+ users [Q21] (n = 1,495)
TikTok Marketing Science Global Gen AI Consumer Perceptions and Usage Survey [US, UK, ID] via AYTM, April 2024; Base: TikTok and non-TikTok, 18+ users [Q7] (n = 448)
TikTok Marketing Science Global Gen AI Consumer Perceptions and Usage Survey [US, UK, ID] via AYTM, April 2024; Base: TikTok and non-TikTok, 18+ users [Q10] (n = 1,495)
TikTok Marketing Science Global Gen AI Consumer Perceptions and Usage Survey [US, UK, ID] via AYTM, April 2024; Base: TikTok users, 18+ [Q19] (n=895)
TikTok Marketing Science Global Gen AI Consumer Perceptions and Usage Survey [US, UK, ID] via AYTM, April 2024; Base: TikTok and non-TikTok, 18+ users [Q13] (n = 448)
TikTok Marketing Science Global Gen AI Consumer Perceptions and Usage Survey [US, UK, ID] via AYTM, April 2024; Base: TikTok and non-TikTok, 18+ users [Q14] (n = 448)