In the latest from Vox, Alec Pollak, Group Director of Engagement Strategy at AREA 23, shares his thoughts on TikTok’s “For You” page – where content is discovered for users and displayed as a stream of videos in the app.
“We have information overload and choice overload, and [TikTok’s “For You” page] is a response to that,” Alec said. “It’s a comfortable space to be in when you don’t have to make choices.”
Alec notes that the more data the platform has on a user’s behavior, the more useful the results.
“It’s a very satisfying search for people who are in it all the time,” he said.
Pollak also discusses the role generative AI could play in determining user behavior.
“The idea of a static UI may start to shift in and of itself; if more and more the [user’s] intent is understood, you don’t even have to find where the button is,” he said. “If it knows what you want, it’ll put a big button in front of you.”
