What is Project V?

What is Project V?

Douyin’s new AI initiative sounds mind-blowing.

The Chinese version of TikTok is reportedly on a new kind of creator avatar.

Rather than an AI clone delivering a pre-written spiel.

They’ll be…

: Interactive
: Autonomous
: Life-like

So: a restless, sleepless digital double. 👯

Capable of running a TikTok shop. Answering questions from fans. Hosting a live stream.

My take…

This will massively upscale earning potential for creators and brands.

(Run) time is money.

More content = more return.

Will audiences care if they’re dealing with a double?

The wave of successful avatar campaigns suggests not.

: Zlu – a virtual fashion model, represented by IMG. She’s partnered with major fashion labels.

: MAVE – virtual K-pop group. Its track PANDORA has racked up 30m views on YT.

: Miquela (pictured) – a virtual 21-year-old Brazilian-American woman living in LA.

Brand marketers: what’s your POV?

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