Salesforce vs Sprout Social

TikTok Adds AI Shopping Assistant and Direct Brand Checkout

TikTok has rolled out an AI-powered Shopping Assistant and a new in-app checkout feature in the U.S., allowing users to buy products directly from brands within the For You feed, separate from TikTok Shop. The conversational AI agent provides product details, shipping, sizing, and purchase assistance, while the one-click checkout enables seamless purchases without leaving the app. These features are developed in partnership with Salesforce, Shopify, Shoplazza, and Stripe, aiming to move users from discovery to action, as stated by David Kaufman, TikTok's global head of monetization and product partnerships. This expansion beyond TikTok Shop underscores TikTok's growing e-commerce footprint. The platform's Economic Impact Report estimates an $81 billion contribution to U.S. GDP, with 54 million Americans purchasing after watching videos, and TikTok Shop generated $15.8 billion in U.S. sales in 2025.

• TikTok launched an AI shopping assistant and one-click checkout feature in the U.S.
• The features are built in partnership with Salesforce, Shopify, Shoplazza, and Stripe.
• TikTok's Economic Impact Report estimates $81 billion in U.S. GDP contribution.

Google AI Overviews for Brands Include Third-Party Sources

Google's AI Overviews increasingly appear for brand-related search queries, providing visibility but also risks. A recent Ahrefs analysis shows that in September, 73.3% of branded searches in the US triggered AI Overviews on desktop, up from 61.3% in July. These overviews often cite third-party sources like Wikipedia, YouTube, and LinkedIn, not just the brand's own content. This can lead to misinformation or negative portrayals, and Google may be liable for false statements, as a German court ruling indicated. Brands and SEOs must manage their reputation across third-party sources, as clicks from AI Overviews can benefit not only the brand but also publishers and creators.

• Google's AI Overviews appear for 73.3% of branded searches on US desktop in September, up from 61.3% in July.
• AI Overviews for brands often cite third-party sources like Wikipedia, YouTube, and LinkedIn.
• Google introduced a brand filter in Search Console to help SEOs analyze brand-related queries.

Multiplayer AI: The Shift from Smarter Individuals to a Smarter Company

Salesforce's newsroom now features a new article on Multiplayer AI, highlighting the shift from individual intelligence to company-wide intelligence. The article is dated Sep 24, 2026.

B2B brands boost creator video to counter AI slop and enhance AI search

B2B brands are increasingly using creator video to differentiate themselves from AI-generated marketing content and to build credibility with buyers who rely on AI recommendations. According to creator marketing platform Billo, B2B creator video usage surged 55% year-over-year and nearly quadrupled since 2023. IAB research indicates that credible creator reviews boost consumer confidence in AI recommendations for 65% of consumers. Expertise and track record matter more than audience size; consumers prioritize proven track records (46%), consistency (40%), and demonstrated expertise (36%) over follower count (21%). Creator content is most valuable during the research phase, helping buyers discover, compare, and evaluate products. B2B marketers are advised to focus on trials, signups, and pipeline rather than just views and clicks, as B2B buying cycles are longer and involve multiple stakeholders.

• B2B creator video usage increased by 55% year-over-year and nearly quadrupled since 2023, per Billo.
• IAB found that credible creator reviews increase consumer confidence in AI recommendations for 65% of consumers.
• Consumers rate a proven track record (46%) and consistency (40%) as top trust factors for creators, compared to audience size (21%).