AI in Marketing

A recent Pew Research Center analysis reveals that TikTok has rapidly become a major source of news for Americans, with one in five adults now using the platform for this purpose, up from a mere 3% in 2020. This surge in news consumption on TikTok outpaces any other social media platform studied. Particularly popular among young adults, 43% of those under 30 now regularly get news from TikTok, a significant increase from 9% five years ago. Even among those aged 30 to 49, a quarter now turn to TikTok for news, compared to just 2% in 2020. In contrast, only 10% of adults aged 50 to 64 and 3% of those 65 and older report using the platform for news. Among adult TikTok users specifically, more than half (55%) now consume news there, a jump from 22% in 2020. This growth has positioned TikTok alongside platforms like X (formerly Twitter), Facebook, and Truth Social in terms of the proportion of adult users seeking news. The expanding role of TikTok as a news source highlights its evolving influence beyond entertainment, especially among younger demographics who increasingly rely on the platform for information and updates on current events.

As TikTok transforms into a news hub, influencers like Tefi Pessoa are broadening their media reach.

Influencers are rapidly expanding beyond social media, with brands leveraging this shift to their advantage. Tefi Pessoa, a prominent social media personality, has partnered with The Cut to launch a new podcast, Tefi Talks, in collaboration with Vox Media. This venture is a win-win situation, as it allows The Cut to align with a popular internet figure, thereby reaching a broader audience and enhancing its cultural relevance. Pessoa, known for her engaging commentary on celebrity relationships and pop culture, has amassed a following of nearly 2.5 million across platforms like TikTok and Instagram. Through this podcast, she reinforces her career beyond social media, demonstrating the viability of influencing as a legitimate profession. Dove and Macy's, the podcast sponsors, benefit by strengthening their ties with Pessoa and tapping into her extensive fan base. According to Nishat Kurwa, SVP of audio at Vox Media, partnering with The Cut provides Pessoa access to a richer and wider audience than her social platforms alone. This collaboration underscores a broader trend of influencers transitioning from digital content to traditional media, seeking new avenues to engage audiences and diversify their presence. As influencers continue to branch out, these partnerships are becoming increasingly common and mutually beneficial.

From influencers expanding to OpenAI’s e-commerce innovations, digital landscapes are evolving rapidly.

OpenAI has launched an agentic shopping system enabling U.S. ChatGPT users to make purchases on Etsy and Shopify within chat conversations. This new "Instant Checkout" feature allows logged-in users to buy from Etsy sellers, with Shopify merchants like Glossier and Skims set to join soon. By integrating payments within chat, OpenAI aims to shift e-commerce power dynamics away from giants like Google and Amazon, who traditionally control product discovery and visibility. Instant Checkout allows users to complete transactions without leaving the chat, using payment options like Apple Pay and Stripe. OpenAI emphasizes that product results remain organic, with a small fee charged for completed purchases. This approach could redefine how consumers engage with online shopping.

With OpenAI's Instant Checkout, we turn to their new social app for AI video content.

OpenAI is gearing up to launch a novel social app for AI-generated videos, powered by its state-of-the-art video generation model, Sora 2. This app closely mirrors TikTok with its vertical video feed and swipe-to-scroll navigation, featuring exclusively AI-produced content. Users can create video clips up to 10 seconds long, but they can't upload existing media from their devices. A recommendation algorithm curates a personalized feed reminiscent of TikTok's "For You" page. Additionally, an identity verification feature allows users to confirm their likeness, which can then be used in videos by themselves or others. Notifications are sent whenever a user's likeness is utilized, even if the video remains unpublished. Internally, OpenAI has already rolled out the app, receiving enthusiastic feedback from employees, though some managers humorously note it could distract from work. OpenAI declined to comment on the development. The company aims for the app to revolutionize user interaction with AI-generated videos, akin to ChatGPT's impact on AI text generation. The timing could be strategic, as ongoing uncertainties surrounding TikTok's operations in the U.S. might present OpenAI with a rare opportunity to introduce a short-form video platform without ties to China. OpenAI initially launched the Sora model in December, integrating it with the ChatGPT app. Despite being cutting-edge, the model had limitations, such as difficulty with realistic action scenes. OpenAI's Sora 2 app will face competition from other tech giants like Meta and Google, which are also exploring AI video technologies.

While OpenAI explores AI-generated videos, they’re also enhancing ChatGPT's safety features.

OpenAI has rolled out new safety features for ChatGPT, aiming to improve user protection after facing criticism and legal issues over previous models. The updates include a routing system that identifies and manages emotionally charged conversations, directing them to GPT-5 for safer responses. This approach addresses past concerns about overly agreeable interactions with GPT-4o. Additionally, OpenAI has introduced parental controls for teen users, allowing guardians to set quiet hours and restrict features like voice mode. The system also detects signs of self-harm, alerting parents and, if necessary, emergency services. While OpenAI admits the system isn't perfect, they emphasize a focus on early intervention and safety during a 120-day trial of these new measures.

From AI video advancements to new ChatGPT safety measures, OpenAI is prioritizing user protection.

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