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TikTok is currently testing an innovative feature called Tako, an in-app AI chatbot experience. The test was first spotted by app intelligence firm Watchful.ai.

Tako aims to capitalize on the AI Chat craze by offering real-time interactions with automated assistants.

The feature appears when viewing posts in the main feeds. When the Tako icon is tapped, you can ask questions about the video or discover new videos by asking for recommendations.

2/ Tako is powered by a third-party chat assistant and is designed to help make it easier to discover entertaining and inspiring content on TikTok. No current plans for this beyond these early tests, but we're excited to hear your feedback!

— TikTokComms (@TikTokComms) May 25, 2023

According to TechCrunch, the exact AI model is unknown: “TikTok is leveraging an unknown third-party AI provider that TikTok has customized for its needs.”

Why it Matters

The rise of ChatGPT and other generative AI technologies has led many people to wonder how drastically online interactions may change in the coming months. Social media is one arena where we can expect big changes. While some recent first tries (like Snap’s My AI bot) may not have hit the mark, it’s safe to say that some versions of chat assistants are likely to stick.

TikTok’s offering of contextual information as well as content discovery could be a smart way to begin introducing these user experiences to broad audiences in a helpful and streamlined way.

TBD if there will be any direct ways for social media marketers to utilize these features. But we will be keeping a close eye on this space in the coming months. Stay tuned!