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AI Stole Her Identity? | Gen Z Changing Marketing Standards | TikTok Is Banned?

❤️ What We Liked

Living in the digital age possesses so many benefits - it connects us, informs us, and can even save our lives. However, like most things in life, there’s always a con.

And in the case of this TikToker, her digital experience turned into a horror story. Michel. C. Janse is an influencer from The US, who one afternoon was sent videos from her fans of her promoting a brand. However, while the video looked and sounded like her, she never filmed it. The video was made using AI, also known as deep-fakes.

The influencer was naturally disturbed by this and turned to her audience to warn them that this wasn’t her and that of course, this could happen to any of us.

In a world that is shifting to a reliance on AI more and more, how soon can we see regulations, laws and precedents set to prevent our identity from being stolen? At Content Smith, we find it scary to think if someone can deep-fake a TikTok, what will they be able to fake next?

📌 What We Saved

In the fast-paced world of consumer behaviour, Gen Z is rewriting the playbook. This Vogue Business article argues that traditional consumer funnels are a thing of the past, and are instead being replaced by an intricate web of inspiration, exploration, community, and loyalty. As if marketing wasn’t challenging enough?

The article goes on to discuss a recent study by Archrival that delved deep into the Gen Z mindset, revealing a dynamic loop of consumption where social media serves as the epicentre. Clothing brands like Madhappy and Represent are thriving by crafting content that resonates with Gen Z's multifaceted lifestyle.

We saved this article because it shared tangible tips on how you can succeed in this evolving landscape. For example, brands must understand the intricate nature of Gen Z's consumption journey, meeting them at every turn with authenticity and purpose. It’s a great read.

📮 What We Shared

Did you know TikTok could be banned in the US? That’s right, TikTok's fate in the US hangs in uncertainty as Congress grapples with a bill proposing its sale or ban. The proposed legislation, known as the Protecting Americans from Foreign Adversary Controlled Applications Act, has rapidly progressed through its initial stages, raising questions about the popular social media platform's continued presence on American soil.

Unexpected factors like former President Trump's opposition to the act, despite previously being an advocate for the ban, add complexity. With the Senate yet to weigh in, TikTok faces a prolonged period of uncertainty, highlighting the platform's precarious position in the evolving digital landscape. What do you think will happen to TikTok in the US? And do you think it could happen in Australia?