#The next elimination of TikTok e-commerce may not be merchants, but experts
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In the past two years, the most popular keyword in TikTok e-commerce has undoubtedly been “distribution by experts”.
Almost every brand and every organization is talking about "expert cooperation", "delivery matrix" and "commission incentives".
This logic has worked before, but now it's being rewritten.
In October, a doll gift box was quietly launched in the US area of TikTok.
In just 20 days, this seemingly ordinary toy set sold 43,800 units, with a GMV of over US$520,000, ranking first in the toy category.
But its outbreak is not because of a certain master, but because almost all of the main sales videos are AI-generated content.
The video is generated by AI, AI dubbing, AI character interpretation, and even the actions are automatically synthesized by the model.
result? Sales still soared.
The significance of this matter is much greater than it seems.
It represents the next phase-out of TikTok e-commerce, which may have already begun.
And the first to be eliminated is probably not the merchants, but the experts.
1. The talent economy is being replaced by “content production capacity”
In the past few years, experts have been important because they were scarce.
They have personalities, fans, and trust, and can help brands get through the cold start stage.
But now, this “scarcity” is being gradually eliminated by AI.
AI does not need to rest, does not need to schedule, does not choose categories, and does not choose budgets.
It can generate hundreds of delivery videos within a few hours, maintaining a consistent style, unified rhythm, and clear information.
It often takes a team of experts several weeks to achieve the same output.
Under the impact of AI content, the logic of bringing goods is changing from “finding the right people” to “producing the right content”.
The key is no longer who shoots, but who can steadily produce material that can be sold.
In the past, influencers were the “bridge of trust” between brands and consumers;
Now, algorithms are the new bridge—it doesn’t look at emotion, just data.
2. The next round of competition: efficiency, compliance, timing
AI content is not a simple replacement, but a structural reorganization.
It turns the three things of marketing—production, distribution, and review—into an engineerable process.
First, efficiency.
Whoever produces content faster, changes more, and updates it more timely will be able to grab the traffic window.
The current delivery logic is no longer "one expert brings an explosion", but "100 materials are superimposed to create a stable growth curve."
Second, compliance.
When AI content enters large-scale production, a new threshold will come:
Does the video contain unauthorized material? Are there scenes involving children? Do you need AI annotation?
Stable review and long-term release have become the ability to determine life and death.
Third, timing.
No matter how powerful the algorithm is, it cannot save the wrong rhythm.
The matching of product selection with holiday mentality, user mood, and topic trends still determines the starting point of the outbreak.
AI is just an accelerator, and the direction still depends on people.
3. Experts will not disappear, but the “definition of experts” is changing
Some people may ask: Will the master be useless?
Not really. Experts are still valuable—it’s just that their position has changed.
In high-trust categories such as skin care and food, real people are still irreplaceable;
In impulse consumption areas such as gifts, toys, and home furnishings, AI content is more efficient and ROI is more stable.
Future collaboration with experts will be more like a “content co-creation”:
Experts provide personality and emotions, and AI is responsible for production capacity and scale.
Their relationship is not competition, but collaboration.
But for a large number of traditional BD teams that rely on "posting messages on the site, negotiating cooperation, and grabbing talent", this is a dimensionality reduction blow.
If you still stay on the idea of "get more experts and send more samples", you will soon find that you are running slower and slower.
4. The team is changing from an “expert operation team” to a “content factory”
Previously, a TikTok operations team was configured like this:
Operations, BD, streaming, editing, filming, supply chain.
Now, the new structure is taking shape:
Content Strategy: Responsible for defining script logic and presentation of selling points;
AI synthesis: Responsible for batch generation of images and dubbing;
Data analysis: monitor completion rate, click rate, and ROI;
Risk control and compliance: ensure that materials are stable and pass review;
Growth Coordinator: Responsible for content rhythm and budget allocation.
This is a completely new production system:
It does not rely on individuals but on systems;
Don’t rely on connections, rely on processes.
Content production capacity × compliance capabilities × timing matching have become the new “triangular barriers”.
Without these three items, no matter how many experts there are, they will not be able to run.
5. Talent distribution is not “disappearing” but “rearranging”
What we are experiencing is not the end of the talent economy, but a reordering.
Experts have transformed from traffic portals into part of the content ecosystem.
AI takes over the underlying efficiency of content production.
This means that the "scarcity" of the industry has shifted from experts to "systematic productivity."
The future winner may not necessarily have the most experts, but it must have the most stable production line.
The teams that will really be eliminated are those teams that stay on "relying on relationships and feelings".
What they cannot see is that the rules of the industry have changed from “finding the right people” to “producing the right content”.6. The future belongs to the team that can “run through the closed loop”
The growth dividend of TikTok’s e-commerce has shifted from “platform driven” to “organizational capability driven”.
Next time, businesses will not be eliminated, but those experts and institutions that have failed to evolve will be eliminated.
Teams that can stay in the future have three things in common:
Productive - able to continuously output high-quality content;
Stable - ensuring that content passes and ROI is controllable;
Have a sense of rhythm - know when to increase volume and when to decrease volume.
These three things may seem basic, but they are what separate the winners and followers in the AI content era.
write at the end
TikTok e-commerce has entered a new cycle.
The past logic of growth relying on relationships and dividends is fading away.
What replaced it was calmer, more efficient, and more systematic competition.
AI did not destroy the talent economy, but reshaped it.
It allows the marketing industry to run like a factory for the first time——
Predictable, iterable, and scalable.
When content production capacity, compliance capabilities, and timing match to form a closed loop,
Experts are just one part of it, not the whole thing.
In the future, brands may no longer be asked: “How many experts do you have?”
Instead:
"Do you have a content production line that can run automatically?"
END
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