TikTok exec discusses possible app ban and AI tools: 'We're confident'

TikTok's Legal Battle and Innovation Efforts

CANNES, FRANCE — Oral arguments are slated to commence on Sept. 16 in the US Court of Appeals in Washington, D.C., concerning the future of TikTok in the United States. Despite the uncertainty surrounding the platform's fate, TikTok appears confident in its legal stance. Blake Chandlee, TikTok's president of global business solutions, expressed optimism regarding their legal position and readiness to challenge potential bans. He stated, "We think it's a ban. We think that from a legal perspective, that the law is with us, and we're looking forward to challenging it.”

Innovation at the Forefront

Amid scrutiny from US lawmakers, TikTok continues to push boundaries through innovative measures, with its latest advancements prominently featuring artificial intelligence. The newly launched Symphony Digital Avatars signify a major leap in the creative process. These AI-driven avatars are designed to enhance and globalize creator content. Chandlee emphasized the collaboration with creators and brands to ensure that the new tools meet their requirements. He elaborated, "What we've designed avatars to do is to allow [creators] to create a piece of content and then scale that globally.”

Global Reach and Creative Empowerment

The Symphony Digital Avatars facilitate content creation in various languages, enabling creators to reach far wider audiences than ever before. "You could create it in Spanish or in English, and you can scale it to 30 languages," Chandlee explained, offering creators unparalleled reach. Moreover, the avatars can be customized with different backgrounds and graphical elements, further empowering the creative community.

Mixed Reactions to AI Integration

While AI presents numerous opportunities, it also raises some concerns within the creative community, particularly around copyright issues. However, many also see AI as a means to make creative tools more accessible and affordable. The initial response from brands and creators to Symphony Digital Avatars has been positive. Chandlee highlighted that going viral in multiple languages can be advantageous for brands, allowing them to generate ad revenue by leveraging tools like TikTok Pulse, which enables targeted ad placements.

Democratizing Advertising

TikTok's AI tools aim to level the playing field for small and lesser-known brands, helping them stand out in a crowded market. With around 7 million small businesses in the US alone using TikTok to build their brand and reach new audiences, Chandlee emphasized the platform's role in democratizing advertising.

TikTok's Evolution

As TikTok evolves, it increasingly resembles an "everything app," though there are critical differences. Chandlee noted that TikTok remains primarily an entertainment platform rather than a social platform. However, new features such as shopping and live capabilities are being integrated, enhancing the user experience. He affirmed that the platform would continue to innovate and add functionalities to meet users' needs and preferences.