TikTok is enhancing its search capabilities with experimental features like “search highlights” and “AI Smart Search,” which incorporate generative AI to provide more comprehensive results. In some instances, AI-generated responses, powered by ChatGPT, appear at the top of search results pages, offering information on topics like recipes or “best laptops 2024.”
While not all queries yield AI answers, the feature signifies TikTok’s commitment to improving search functionality. Additionally, “search highlights,” not explicitly labeled as AI-generated, also appear at the top of some results pages, but their source remains unclear.
This isn’t TikTok’s first foray into enhancing search. Last fall, it began testing integration with Google Search results, and has experimented with direct links to Wikipedia, IMDb, and other websites. These efforts aim to cater to younger users who often use TikTok as their primary search engine for recommendations and information.
By embracing AI-powered results, TikTok appears to be emulating Google’s approach, potentially positioning itself as a stronger competitor in the search engine landscape.
