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A new artificial intelligence tool can predict which TikTok influencer advertisements will drive sales before they go live, according to research from the Massachusetts Institute of Technology and Harvard University.
The study found that many popular TikTok ads fail to boost sales because influencers often prioritise their personal brand over the products they promote.
Researchers developed a "product engagement score" algorithm using computer vision technology that outperforms traditional metrics such as likes, influencer popularity or ad spend in forecasting effectiveness.
"We found that many popular TikTok ads fail to boost sales because influencers often prioritise their personal brand over the products they promote," said Juanjuan Zhang, study author and professor at MIT.
The research, published in the journal Marketing Science, analysed how AI can identify which influencer ads will convert viewers into buyers. The algorithm has been commercialised through MIT's Technology Licensing Office.
The product engagement score predicts sales impact more effectively than video popularity, influencer status or ad budget by using computer vision technology to analyse ad content before launch.
"Content production is becoming easier and cheaper thanks to AI, but that means evaluation is more important than ever," said Jeremy Yang, study co-author and assistant professor at Harvard University.
"Brands can now ask themselves, 'I can make a hundred video ads, but which ones will drive sales?' Our method provides that answer."
The research comes as TikTok's future in the US is uncertain due to regulatory challenges. President Donald Trump last week granted TikTok a 90-day extension to continue operating in the US, further postponing a national ban unless a deal is reached to sell the platform.
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