"TikTok's bread and butter is human creativity. AI empowers it"
Anna Pelkin, IL Country Manager, Global Business Solutions, at TikTok, addressed the impact of AI on creators at Calcalist's Tech Independence event: "People will always seek human connection, especially in the age of AI, and creators who know how to use these tools can only benefit."
"Everyone knows TikTok as a global platform for content and entertainment consumption, with over a billion users worldwide. But our mission in Israel specifically is to help Israeli businesses, Israeli customers, and Israeli companies achieve business growth on our platform," said Anna Pelkin, IL Country Manager, Global Business Solutions, at TikTok, speaking at Calcalist's Tech Independence event.
"We do this through the ability to reach global target audiences," added Pelkin. "We help them increase exposure and provide a 360-degree suite of business consulting, creative consulting, and technological solutions. We work with Israeli businesses, early-stage startups, and consumer product companies. Our goal is to strengthen the Israeli ecosystem and help local companies break out globally on our platform."
The AI revolution has not passed TikTok by, and the company has developed AI tools that help creators produce videos quickly. According to Pelkin, "It's important to note that content creators are not being replaced. TikTok's bread and butter is human creativity. It's the authentic connection, the ability and desire of users to engage with the platform and feel part of a community. That remains unchanged. AI tools like Symphony allow content creators to enhance their capabilities, streamline many processes, and lower barriers to entry. These tools can reduce day-to-day technical tasks, assist in idea generation, enable translation into different languages, and adapt content formats. They are designed to empower creators, helping them grow and better convey creative and authentic messages to their audiences. People will always seek human connection, especially in the age of AI, and creators who know how to use these tools can only benefit.
Beyond that, consumer behavior patterns are evolving. For example, there is now a strong reliance on influencers in purchasing decisions. According to Pelkin, "Consumer behavior is always evolving, and this is especially true for Israeli consumers, who are highly discerning and have a strong 'bullshit radar.' In an era where authenticity is critical, they expect brands to build two-way relationships, create direct interaction, and offer real value. They want brands to entertain them, teach them something new, and inspire them.
"In an environment where we are constantly bombarded with messages, and where it is increasingly difficult to capture attention, the relationship between brands, content creators, and consumers becomes essential. There is a high level of trust that consumers place in content creators because they are exposed to their lives, including less polished moments. This authenticity builds trust. When I receive a recommendation from a content creator, it feels like a recommendation from a friend. Our research shows that three out of four users, out of a base of more than a billion, have made a purchasing decision or used a service based on a content creator's recommendation. This represents enormous economic power."
