Since the launch of ChatGPT by OpenAI last fall, the tech industry has been reevaluating the potential of artificial intelligence (AI). Over the past six months, many related products have emerged. Recently, reports revealed that TikTok is testing an AI chatbot named Tako in Japan and South Korea, resembling ChatGPT. Tako features a cartoon octopus icon in the top right corner of the TikTok interface, allowing users to access an interactive chat when they click on it.
Tako can answer inquiries, initiate conversations, and adapt its tone and style based on user feedback. For instance, if a user expresses boredom, Tako responds by suggesting fun videos tailored to their viewing history. Furthermore, Tako can analyze images or videos shared by users, offering comments or recommendations. TikTok emphasizes that Tako aims to enhance user experience by fostering greater interaction and connection with the platform.
TikTok has acknowledged the experimental nature of Tako, indicating that its responses may not always be accurate. User conversations with Tako will be monitored for safety, and users are advised against sharing personal information.
While both Tako and ChatGPT are labeled as AI chatbots, they serve distinct purposes. Tako operates as a streamlined version of Bing Chat, focused on engaging users with TikTok content rather than satisfying general conversational needs. Essentially, Tako acts as an AI-enhanced search tool within the app, aligning with TikTok's entertainment-driven model to keep users engaged.
Over the past three years, TikTok has rapidly grown, reaching 1.6 billion users and 1.05 billion monthly active users—achieving this milestone in just half the time it took Facebook. With increased competition from platforms like Instagram's Reels and Snapchat's Spotlight, TikTok aims to optimize its extensive user base. Insights suggest TikTok has set a global advertising revenue target of $12 billion this year, making Tako's role in revitalizing content engagement essential.
TikTok's recommendation algorithm is a central feature, continually delivering personalized content to maintain user interest. However, this algorithm has limitations; it tends to surface trending content, causing older, valuable videos to become buried and underutilized. This presents a challenge for TikTok, where such content can become a resource drain instead of an asset.
To sustain its content supply, TikTok focuses on discovering new creators. However, historical trends show that not everyone possesses the creativity or drive to produce content consistently. Therefore, unlocking TikTok’s existing content is increasingly vital. This trend mirrors strategies from Chinese platforms like Douyin and Kuaishou, which have invested in search functionalities. These search features complement recommendation algorithms, effectively showcasing historical content.
Effective search requires a nuanced approach, as current platforms often struggle with low-quality, repetitive content, which hampers basic keyword search logic. The introduction of AI significantly lowers usage barriers, enhancing semantic understanding and better aligning with user queries. AI’s self-learning capabilities allow it to continuously adapt to users' habits, improving response accuracy over time. As users engage more with Tako, it promises to evolve into a personalized assistant for navigating TikTok.
In the future, generative AI could find compelling applications within content platforms, where the demand for engagement is high and user activity is vibrant.
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