“We are confident in our position”

CANNES, FRANCE — Pleadings appeal TikTok ban are scheduled to begin September 16 in the United States Court of Appeals in Washington, DC.

While the platform’s fate is still uncertain, Blake Chandlee, TikTok’s president of global business solutions, is not.

“We are confident in our position,” Chandlee told Yahoo Finance in an interview at the Cannes Lions Festival of Creativity. “You know, we think it’s a ban. We think from a legal standpoint the law is on our side and we look forward to challenging it.”

Blake Chandlee, President of Global Business Solutions for TikTok, speaks during a press conference at the Carlton Hotel on June 17, 2024 in Cannes, France. (Olivier Anrigo/Getty Images for TikTok) (Olivier Anrigo via Getty Images)

Despite scrutiny from US lawmakers, TikTok continues to innovate through collaborative efforts and its latest launch – Symphony digital avatars – has artificial intelligence at the forefront. Basically, avatars are like you, but better.

“We think it’s a huge step forward in the creative process,” Chandlee said. “So we’ve been working with creators and brands for a while now to make sure we’re building something that really meets their needs.”

Symphony Digital Avatars is the latest in a suite of creative AI tools that TikTok launched this spring aimed at scaling creator content on a global scale.

“What we designed avatars to do is to allow [creators] “So you can create it in Spanish or English, and you can scale it to 30 languages, which immediately gives our creator community the ability to reach the audiences they’re looking for. never been able to achieve it before.

“It’s similar graphically, they can create different backgrounds, they do different things,” Chandlee added, “so the idea is how do we activate and empower our creator community?”

A visitor takes a photo during the TikTok exhibition at the Gamescom video game trade fair in Cologne, Germany, August 25, 2022. (AP Photo/Martin Meissner) (ASSOCIATED PRESS)

Overall, the creative community has a tenuous relationship with AI. Some have expressed concerns about copyright issues, for example, while others see AI as making creative tools more affordable.

Chandlee said the response from brands and creators to the Symphony Digital Avatars has been positive so far.

Going viral in multiple languages ​​also allows brands to leverage these moments to generate ad revenue by using products like TikTok Pulse for targeted placement alongside brand-appropriate content. These AI tools also level the playing field when it comes to marketing costs to allow smaller, lesser-known brands to stand out.

“In the United States, for example, we have 7 million small businesses that are using the platform to help them grow their business, grow their brands, reach audiences that they can’t reach elsewhere,” Chandlee said . “TikTok democratizes advertising. in this sense.”

As TikTok increasingly looks like an “app for everything,” similar to what…

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