TikTok Prohibits AI-Generated Voices in Shopping Livestreams
TikTok's new live commerce rules explicitly prohibit AI-generated voices and pre-recorded audio in shopping livestreams, requiring real-time interaction. The move contrasts with its broader AI integration, including AI avatars, and reflects concerns over repetitive content degrading viewer experience.
TikTok has introduced updated regulations targeting the excessive use of artificial intelligence-generated audio in livestreams, specifically within its shopping ecosystem. The platform has added new rules that explicitly ban the use of AI-generated voices or recordings in live broadcasts.
As reported by Pyments, TikTok recently revised its TikTok Shopping livestream guidelines, which now include specific provisions addressing AI-generated voice usage.
Under the “Prohibited Content” section of the platform’s updated TikTok Live rules, the policy states: “Don't use non-real-time verbal interaction such as AI-generated voices, audio recordings, or radio.”
TikTok advised broadcasters to “engage directly with your viewers using real-time verbal or sign language communication and demeanor that is appropriate for all users.” Livestreams that rely on AI-generated voices or pre-recorded audio instead of real-time interaction are classified as “non-compliant content.”
The update appears to contrast with TikTok’s ongoing efforts to embed more AI features across its app, including the recent launch of AI-powered digital avatars.
When TikTok first introduced its AI avatars for video in 2024, a key selling point was that these AI characters could broadcast on behalf of brands, enhancing promotional value and frequency.
AI livestreamers have also gained significant traction on Douyin, TikTok’s China-only counterpart. According to Sixth Tone, there are more than 993,000 digital avatar companies registered in China, offering low production costs and virtual characters capable of streaming 24/7 across various apps.
Given this trend, it seemed plausible that TikTok would adopt similar approaches to streaming. However, the new rules strictly prohibit the overuse of AI voices, and by extension, AI-generated characters, which appears to be a step back in TikTok’s broader live commerce strategy.
So why the change? Presumably, some brands have abused the system by streaming repetitive, AI-generated messages throughout the day, leading to a poor user experience. If viewers do not enjoy livestreams, they are unlikely to return, and TikTok evidently views this as a significant issue requiring specific redress.
Interestingly, the updated livestreaming rules include a potential carve-out: “Don't use animated figures or content that covers more than 50% of the screen.” This suggests that if a virtual character does not occupy more than half of the screen, it might remain within TikTok’s guidelines—though the audio would still be AI-generated.
Regardless, this development is notable in the context of TikTok’s push for more shopping streams and its adaptation to the rise of AI-generated content, as well as user responses to the influx of AI slop.