The AI revolution is sweeping the internet, and social media platforms like TikTok are early adopters evolving their products to incorporate AI elements to improve user experience.
TikTok is experimenting with its new AI chatbot, Tako. Tako is currently undergoing limited testing exclusively with a select group of users located in the Philippines.
What does Tako do?
According to TikTok, Tako makes it easier for users to search and discover content that might be of interest to them on the app by simply asking the AI chatbot for specific recommendations. For example, users can ask Tako to recommend some funny videos or recipe videos.
In addition to recommending interesting content, Tako can help answer questions users might have about the TikTok video they are watching. An example below from watchful.ai is the ability to ask Tako what the significance of the King’s coronation is while watching the video.
How does Tako work?
The Tako chatbot icon will be placed above all the other icons on the right side of the video for easy access. Users simply have to tap on it and engage. TikTok mentioned in its tweet that it is using a third-party chat assistant, but did not reveal more details on the AI model. TikTok says it will review conversations with Tako for safety purposes and warns users not to share private information with it.
What does this mean for marketers?
At present, it is not fully clear whether Tako will be accessible for advertising purposes or if the chatbot's suggestions will be linked to paid product recommendations, but we can’t rule out the possibility.
What we can bet on is that Tako will make TikTok’s already powerful algorithm even more powerful. By using semantic data from Tako, TikTok will be able to understand its users’ better and offer them more accurate, personalised, and engaging content. This will likely lead to improved ad algorithms that can boost engagement and conversion rates for advertisers.
The success of TikTok's latest feature remains to be seen. Nonetheless, TikTok's decision to conduct testing is indicative of the company's genuine commitment to embracing AI technology. AI chatbots possess the capacity to bring about a transformative shift in our social media interactions. Should Tako prove to be effective, it has the potential to establish a benchmark for AI chatbots within the realm of social media. So, watch this space!
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