While social platforms are still finding optimal use cases for generative AI in their apps, TikTok is near to launching a more practical use for the technology, with its sister app Douyin in China now testing a new generative AI search that unlocks users' maximum discovery inside and outside the app.

 Says Pandaily:

The 'AI Search' feature is contained within the search interface of the Douyin app. Other search services it contains include products, group buying, users, and videos. All one has to do is key in relevant questions or information in 'AI Search', and answers will be created using intelligent search technology.

From this overview alone you can see how Douyin's growth has been built around discovery, a full range of additional search features already integrated into the app.

Generative AI search adds to this, but the most interesting element is the extent to which the new system can facilitate responses.

The answers are not just videos of high quality on the platform Douyin but also draw information from third-party websites, with links to access more details and explanations. Also, on users' queries, 'AI Search' can even propose some relevant questions that could interest the users.

So Douyin basically has its own version of ChatGPT in the sense that it focuses on discovery and allows the app to fill an even broader scope of search queries, and be even more useful within the app.

Which is especially relevant to TikTok, especially if you consider that users are increasing their use of it more as a discovery tool.

TikTok is already being used as a discovery engine, especially among younger users.

The value for TikTok here is the more people come searching for more things in the app, which it can then match up with internal shops and providers, as relevant.

It already offers Search Ads on this front, enabling brands to display their products font-and-center within relevant search pages.
If it can embed AI-based search, and extend that capability, that could make TikTok an even richer discovery platform, which would attract all the more of this activity to the app.

And as that search behavior grows, so too can TikTok extend its in-app matches, by pitching to relevant businesses the level of related queries it's tracking. That is, if users are growingly searching for dog toys inside the app, TikTok's sales team can then head out and proactively look to monetize more of that particular category, and now the system is able to accommodate more searches, so that will get wider.
Or it could meet any related product demands itself, by sourcing and facilitating on its own, with Chinese manufacturers partnering with TikTok to provide trend-based customized products.

In that regard, TikTok is really trying to add a marketplace à la Temu into the service, in on a veritable move that focuses in on the massive popularity in-stream shopping has had to expand its offerings.

It hasn't quite figured this one out yet, but generative AI search could be the next big thing-and a new way into the rising AI trend for the platform.

Which, thus far, social platforms haven't really excelled in.

Sure, but in all seriousness, a number of platforms, including TikTok, are releasing new generative AI features, largely about visual creation in-stream. However, most of these appear to be novelties and do not seem to add long-term value to the social media engagement process.

Generative AI-based search may be a more valuable consideration while TikTok is also testing in its ability to create songs using AI, which could be another add-value, given the platform's association with music trends.

This means that I would argue, on balance, that TikTok is leading the way with embedding AI in its platform right now, while everybody else is still trying to figure out good use cases for AI tools in-stream. Generative AI search makes a great deal of sense in this respect, and as yet nothing has been said about this by TikTok, but I suspect that this will come to the app, sooner rather than later.