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TikTok is quietly testing a new shopping feature that uses AI to identify items in videos and recommend similar products through its in-app store. The tool highlights TikTok’s push to blend entertainment and e-commerce more seamlessly, creating new ways for users to shop while browsing content.
The feature works in a simple way. When a user pauses a video, TikTok’s AI scans visible objects such as clothing, accessories, or home décor and suggests comparable items available for purchase. For example, if someone in a clip is wearing a floral dress, the system may recommend similar designs from TikTok Shop.
Although the rollout is limited, early reports show that the feature is live for select users. Those who have access will notice a “Find Similar” pop-up when pausing a video. Clicking the prompt redirects viewers to a curated list of products that match what they saw on screen.
TikTok has been steadily expanding its e-commerce ambitions, and this AI-powered tool could make impulse buying even more convenient. By merging social video with real-time product discovery, the company is positioning its app as both an entertainment platform and a shopping hub.
The feature isn’t widely available yet, and TikTok has not provided a timeline for broader release.
