TikTok turns discovery into a performance pitch

Not too long ago, TikTok was postured as the future of search. Where Google returned links, TikTok served short-form videos showing people how to cook, where to eat and what the ingredients actually looked like. Then large language models (LLMs) arrived and rewrote the dynamics of search entirely. That doesn’t necessarily hurt TikTok, said Isobel

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Published by digiday.com