# Brands urge TikTok Shop creators to ditch AI fakes, report says > Source: > Published: 2026-07-15 16:42:09+00:00 # Brands urge TikTok Shop creators to ditch AI fakes, report says ‘We want real consumers seeing real products being used by real people,’ one brand said - Bookmark - CommentsGo to comments [AI](/asia/east-asia/south-korea-ai-glasses-cheating-exams-criminal-case-b3014506.html)-generated shopping videos are spreading across [TikTok Shop](/news/business/research-tiktok-federation-of-small-businesses-b3014576.html), raising concerns among brands that the technology could misrepresent products and make it harder for shoppers to distinguish between authentic reviews and computer-generated promotions. AI video tools now allow creators and sellers to quickly produce product demonstrations, virtual [influencers](/news/uk/politics/department-education-influencers-spending-social-media-b3006743.html) and promotional clips without filming real people or using physical products. While TikTok has rolled out AI features to help sellers create shoppable content, some brands are setting limits on how their products can appear in these videos. Among them is SharkNinja, the company behind [Shark vacuums](/extras/indybest/house-garden/vacuum-cleaners/best-shark-vacuum-cleaners-b2614200.html) and [Ninja kitchen appliances](/extras/indybest/us/ninja-dual-zone-air-fryer-review-b2942539.html). The company sent a memo to its affiliate community warning that it does not approve of its products being featured in TikTok’s AI Video Maker, according to *The Wall Street Journal**.* This tool automatically generates shoppable videos using artificial intelligence. “We wanted to get ahead of this quickly: this tool is not permitted under our affiliate program’s No AI-Generated Content policy,” the memo, obtained by the* WSJ*, reads. “Please note: affiliates who use AI-generated content to promote our products will have their commissions removed.” SharkNinja Chief Commercial Officer Neil Shah further explained to the outlet, “We didn’t want an AI-generated Shark vacuum cleaning an AI-generated floor. We want real consumers seeing real products being used by real people.” SharkNinja’s warning comes as TikTok Shop continues to expand into a major shopping destination. U.S. sales are expected to reach $23.41 billion this year, a 48 percent increase that would surpass major retailers like [Target](/bulletin/news/trump-iran-assassination-instructions-war-b3012905.html) and [Costco](/news/world/americas/costco-deschutes-discontinues-helles-lager-beer-b3010569.html), according to research firm [eMarketer](https://www.emarketer.com/content/tiktok-shop-becoming-major-us-ecommerce-player). The growth is being fueled by millions of affiliate creators who earn commissions through product promotions, with the program reaching 11.3 million global creators, including nearly 1 million in the U.S. alone, according to the *WSJ*. As AI tools make it easier to create promotional videos featuring virtual influencers and digital avatars, affiliate marketing has become an increasingly important driver of sales. TikTok allows creators to earn commissions from AI-generated content as long as they disclose the use of the technology and avoid misleading product claims, the *WSJ* reports. After having her son last year, affiliate [creator Daria Simhony ](https://www.anrdoezrs.net/links/8099906/type/dlg/https://www.tiktok.com/@dariasimhony/video/7660244768810683678?is_from_webapp=1&sender_device=pc?sid=b3015535%7CPLACEHOLDER_WEB)began using AI techniques she learned while creating digital personas for platforms like OnlyFans and Fanvue to expand her marketing business, she told the *WSJ*. Simhony now produces at least one fully AI-generated TikTok promotional video each day, using virtual avatars to create content quickly while balancing work with caring for her child. Simhony earns money through affiliate commissions and paid brand partnerships, while also teaching others how to use AI avatars to increase their earnings. She said the technology allows her to quickly develop various characters and promotional content for clients, including the Korean cosmetics brand Jumiso and companies that sell AI-related tools. “I can create whoever you need me to,” Simhony told the outlet. Brands that do not monitor TikTok Shop affiliate content may not realize their products are appearing in AI-generated promotions. In May, creator Kiya Chanel [used an AI version of herself](https://www.anrdoezrs.net/links/8099906/type/dlg/https://www.tiktok.com/@earthtewkiya/video/7642182226028858638?is_from_webapp=1&sender_device=pc?sid=b3015535%7CPLACEHOLDER_WEB) to promote Selena Gomez’s [Rare Beauty](/topic/rare-beauty) products in affiliate videos, potentially earning commissions from any resulting sales, A Rare Beauty spokesperson told the *WSJ* that it has no connection to the AI-generated posts and does not work with AI creators or digital duplicates. However, Rare Beauty participates in TikTok’s open affiliate program, as Chanel’s video is marked by both the “eligible for commission” and “contains AI-generated media” labels. Chanel, who also promotes an ebook about using AI twins for TikTok Shop, reportedly did not respond to the *WSJ’s* requests for comment. *The Independent *has contacted SharkNinja, Rare Beauty and Chanel for comment. ## Join our commenting forum Join thought-provoking conversations, follow other Independent readers and see their replies [Comments](#comments-area)