Brands urge TikTok Shop creators to ditch AI fakes,…

Major brands are increasingly pushing back against the rise of AI-generated content on TikTok Shop, expressing concerns over product misrepresentation and the authenticity of consumer reviews. Companies are implementing strict policies to prevent the use of automated video tools, which allow creators to produce promotional clips featuring virtual influencers and digital avatars without using real people or physical products.

What happened

The conflict centers on TikTok's AI Video Maker, a tool that generates shoppable content using artificial intelligence. While TikTok permits this content provided it is disclosed and avoids misleading claims, several brands have moved to restrict its use. SharkNinja issued a memo to its affiliate community stating that AI-generated content is prohibited under its affiliate program, threatening the removal of commissions for those who violate the policy. Chief Commercial Officer Neil Shah emphasized that the company prioritizes real consumers using real products over AI-generated demonstrations.

Simultaneously, the beauty industry has faced similar challenges. In May 2024, creator Kiya Chanel utilized an AI-generated version of herself to promote products from Rare Beauty in affiliate videos. Despite these videos being marked with TikTok’s "contains AI-generated media" label, a Rare Beauty spokesperson confirmed that the brand has no connection to the content and does not partner with AI creators or digital duplicates. While TikTok’s affiliate program continues to grow, with millions of global creators earning commissions, the tension between brand standards and the ease of AI-driven marketing remains a significant concern for companies operating on the platform.