TikTok is testing an AI tool that identifies products in user videos so it can sell similar items via its e-commerce platform

TikTok has started shilling products for sale using videos that have nothing to do with shopping, as it continues its charge into e-commerce.

The company is using artificial intelligence to scan videos, identify items, and encourage users to buy similar products through its e-commerce marketplace, TikTok Shop. While TikTok has previously allowed creators to tag products in videos as part of its affiliate program, this new feature currently occurs without notifying the creator — and without the promise of a commission on sales their video helps drive.