TikTok is currently testing a new feature on its platform that utilizes generative AI to enhance search results. This feature, known as “search highlights,” displays AI-generated snippets at the top of certain search results pages, allowing users to click and view a full response.
The content generated through ChatGPT is shown when TikTok’s algorithm deems it relevant to the user’s search query. However, it is important to note that this feature is still in its early stages and not all searches will yield AI-generated results.
In addition to the AI-generated search highlights, TikTok also displays another feature of the same name at the top of search results. This feature, however, is not labeled as AI-generated, leaving users to wonder where the information is coming from – whether it’s summarizing videos or sourced elsewhere. TikTok has not yet provided clarification on this matter.
TikTok has been actively working on improving its in-app search functionality by incorporating external sources like Google Search, Wikipedia, IMDb, and other websites directly into search results. This strategic move aims to cater to the behavior of its users, especially younger demographics who use the platform as a search engine for recommendations on restaurants or products instead of relying on traditional search engines like Google.
By focusing on AI-generated results and prioritizing them over creator content in search results, TikTok is following in the footsteps of Google’s approach. This shift underscores TikTok’s commitment to enhancing user experience and providing valuable and relevant content to its users.
