Business
L.A. influencers, businesses live or die on TikTok's algorithm. Now they fear for the future
Brandon Hurst has built a loyal social media following and a growing business selling plants on TikTok, where a mysterious algorithm combined with the right content can let users amass thousands of followers.
Hurst, who’s based in the San Fernando Valley, sold 20,000 plants in three years while running his business on Instagram. After expanding the business he launched in 2020 to TikTok Shop, an e-commerce platform integrated into the popular social media app, he sold 57,000 plants in 2023.
He now conducts business entirely on TikTok and relies on its sales as his sole source of income. Hurst, 30, declined to say how much he makes.
Hurst also posts content about plant care for a 186,000-person following on TikTok. He’s one of thousands of content creators who engage with an audience on the app and make money doing it — whether by selling products or partnering with brands.
But Hurst, along with many other creators and influencers, is now wondering whether Washington could threaten the progress he’s made with his business.
After President Biden signed a bill into law that would ban the Chinese-owned app in the U.S. unless it is sold to an American company, social media experts said the economic effects would extend beyond individual creators such as Hurst.
TikTok has advantages that set it apart from other platforms such as Instagram and Snapchat, Hurst and other creators said.
“What makes TikTok special is the algorithm,” Hurst said, noting that if TikTok’s owners sell the app, the algorithm could change.
As with other social networks, TikTok uses a secret algorithm to determine which videos to show to each user, based on what they’ve seen before and with whom they have interacted. What sets it apart is the videos are usually short, informal and designed to entertain, and many spark conversations among creators.
Many small businesses prefer TikTok because of its informality — they don’t need a big production budget to showcase their products or services. They just need a good hook to grab viewers, and once they’ve gone viral a time or two and established their niche, TikTok will bring the viewers to them.
A ban on TikTok would have cascading effects — especially in Los Angeles, where so many influencers live and work. The Hollywood apartment complex 1600 Vine, for example, is considered by many to be a headquarters for content creators.
That address isn’t the only hub for TikTok stars. Another group lives in a Beverly Hills home dubbed the Clubhouse. If TikTok is banned in the U.S., many creators would lose large portions of their business, they said.
But a sale doesn’t solve every problem either. Some players are already lining up to buy the app even though it’s not yet for sale. And creators such as the Clubhouse residents, who make content as their full-time job, fear a new TikTok ownership could make it harder to attract an audience.
Any ban is expected to face legal challenges and delays, and TikTok executives have said there will be no immediate effect on the app.
Roughly 7 million small-business owners and 1 million influencers rely on TikTok for their livelihoods, according to Rory Cutaia, chief executive of Verb Technology, which owns a livestream social media shopping platform that has partnered with TikTok Shop.
The platform Market.Live helps small-business owners launch on TikTok, where they also often post videos about their products. TikTok Shop receives around 6,000 applications from small businesses each day, Cutaia said.
Banning TikTok would send ripple effects through the economy because it’s become a primary platform for emerging companies, he said.
“You’re probably talking about billions of dollars that would be removed from the economy,” Cutaia said. “The entire world of retail has changed completely. Today, you need to be distributing your products through social media.”
People calling for the banning of TikTok attend a news conference at the Capitol in Washington, D.C., on March 23, 2023.
(J. Scott Applewhite / Associated Press)
Adam Sommers, who owns Willow Boutique in Cincinnati, Ohio, with Chelsea Sommers, said TikTok leveled the playing field for small businesses. His was one of the first to sell merchandise on TikTok Shop.
“Everybody had an opportunity to become the next giant in their industry,” Sommers said. “A lot of people have scaled probably beyond their wildest dreams.”
Influencers don’t need to own a business to make money on TikTok, one creator said. They also don’t need to have huge followings to make significant profits, according to Denise Butler, chief operating officer at Verb Technology.
“TikTok very uniquely sets up a content creator to build community and provides amazing exposure,” said Payton Reed, a lifestyle blogger based in Memphis, Tenn., with around 16,000 followers. “When I first started blogging and creating content, I didn’t realize that it could eventually turn into a career.”
Reed makes money sharing links to other products. She was able to help support her husband financially through medical school with her content creator income, she said.
For small-business owners, TikTok Shop makes it “frictionless” to sell and buy products on the app, Butler said. Users can shop while watching a relevant video, interact with others who have purchased the product and complete the purchase without leaving the app.
Although some say TikTok is superior to other platforms for its e-commerce functionality, not everyone relies solely on the app.
Adam Waheed, a sketch-comedy content creator based in Los Angeles, said it’s important to have income from more than one platform. He made around $11 million last year across his social media platforms, including Instagram, YouTube, Snapchat and Facebook.
“We’ve worked so hard to build these platforms,” Waheed said. “I think for certain creators who rely more on TikTok, it’s going to be much more of an issue,” he said of the potential ban.
TikTok users in L.A. include small-business owners, content creators and everyday users who can engage with millions of personalities and products. The app is its own local economy, and a ban would leave a gaping hole, creators said.
According to a study from TikTok and Oxford Economics, 890,000 businesses and 16 million people actively use TikTok in California. Forty percent of small to midsize businesses in the state said TikTok was crucial to their business.
TikTok also released national economic data showing the app drove $15 billion in revenue for small businesses.
“More than half of small-business owners say TikTok allows them to connect with customers they can’t reach anywhere else,” the report said.
Content creators and the companies that work with them aren’t the only ones concerned about a potential TikTok ban. Sen. Laphonza Butler (D-Calif.) recently wrote a letter to Biden urging him to consider how a ban would affect laborers.
“Approximately 8,000 people work for TikTok in the United States, concentrated in California and New York,” the letter said. “Their employment and the livelihoods of their families hang in the balance.”
The senator said a ban would harm small-business owners, contractors and other workers, including janitors and servers who help businesses run.
“We need to be taking the time to consider the broader economic impacts,” she said in an interview with The Times. “There are thousands of workers who I think are not being considered.”
Business
Jury rejects Elon Musk’s lawsuit, sides with OpenAI in bitter feud over AI future
A federal jury sided with OpenAI and its top executives on Monday in a feud with Elon Musk, who accused them of betraying a shared vision for it to guide artificial intelligence’s development as a nonprofit.
The nine-person jury unanimously found that Musk waited too long to file his lawsuit and missed the deadline for the statute of limitations.
Musk, the world’s richest man, was a co-founder of OpenAI, the company that launched in 2015 and went on to create ChatGPT. After investing $38 million in its first years, Musk accused OpenAI CEO Sam Altman and his top deputy of shifting into a moneymaking mode behind his back.
The jury served in an advisory role, but Judge Yvonne Gonzalez Rogers accepted the verdict Monday as the court’s own and dismissed Musk’s claims.
The trial that began on April 27 in Oakland shed light on the bitter falling-out between the two Silicon Valley titans and the origins of OpenAI, now a company valued at $852 billion and poised to become one of the largest initial public offerings in history.
The high-profile high-stakes showdown between two of the most powerful companies and leaders in technology was billed as a battle that could change the trajectory of AI.
There were two weeks of testimony from the dueling entrepreneurs and other key players in OpenAI’s history, providing a rare inside glimpse into the company, which evolved from a startup to one of the world’s most influential companies.
Musk had fallen out with his fellow co-founders, then, after OpenAI became arguably the most important company in AI, he decided he was not happy with how the trailblazer was managed after he left.
Musk claimed Altman, the startup’s chief executive officer, and OpenAI President Greg Brockman “stole a charity” by exploiting his early support for an altruistic research project so that they could later get rich by turning into a regular for-profit company.
OpenAI and its leaders said Musk was suing them to gain a competitive advantage for his own startup, xAI.
Musk was seeking more than $100 billion in damages — to be awarded to OpenAI’s nonprofit arm instead of to himself — as well as the removal of Altman and Brockman.
The case was seen as an existential threat to OpenAI. If the decision had gone the other way, it would have sparked a shakeup that would have destabilized the company just as it is working to ensure the U.S. takes the lead in AI and prepares for a public offering with a valuation approaching $1 trillion.
Associated Press and Bloomberg contributed to this article.
Business
Why this Hollywood director thinks AI can save L.A. film jobs
In 1926, director Cecil B. DeMille hired hundreds of workers to build a set of Jerusalem inside the DeMille Studios in Culver City for the classic silent film “The King of Kings.”
A century later, Jon Erwin filmed his biblical epic ‘The Old Stories: Moses,’ starring Ben Kingsley, on the same studio lot now owned by Amazon MGM Studios.
Except now, much of the architecture, desert location, and supernatural parts of the three-episode miniseries were generated through artificial intelligence. The prequel to ‘The House of David’ series debuts on Amazon Prime on Thursday.
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A production that traditionally would have taken months to shoot and require multiple locations was filmed entirely in one week with a crew of just 100 people — who never left Los Angeles.
“We did this massive sword-and-sandal epic, and we never left a soundstage, very similar to how James Cameron does Avatar or how Jon Favreau does ‘The Mandalorian,’” said Erwin, the director of the series. “When you preserve the performance and the work of the crews and the department heads, then you can do things that are incredibly cost-effective for studios.”
As Hollywood grapples with rapid technological change, a growing number of filmmakers and companies in Southern California are using AI tools to radically rethink how films and TV shows are made.
“Some are still resisting, but many are recognizing that, for better or worse, AI is here and not going anywhere and it is important to reimagine what film creation can look like in light of the new possibilities AI creates,” said Victoria Schwartz, director of the entertainment, media, and sports law program at Pepperdine Caruso School of Law.
A screen of LED panels called “the Volume” is used to film scenes for director Jon Erwin’s series “The Old Stories: Moses.”
(Genaro Molina / Los Angeles Times)
Erwin is among the first working directors at a major streaming platform to fully integrate AI into a commercial production.
Last month, he launched Innovative Dream, a Manhattan Beach production services company backed by Amazon. The company will rent its virtual production facilities to other studios and develop training programs for emerging filmmakers.
Although much of Hollywood is bracing for AI to hollow out jobs, Erwin argues the opposite: that AI, applied ethically around human performances, can return at least some production jobs that have been outsourced even as other positions are eliminated.
“I think the greater threat of job loss in our industry is actually just how expensive things have gotten and how long they take to make,” Erwin said. “If you can make things quicker, and you can make things at a price point that studios will say ‘yes,’ you can employ more people in aggregate and create jobs.”
Although computer graphics have been essential to Hollywood since the 1990s, they traditionally required hundreds of artists and months of post-production work to place actors or crowds in digital worlds. Much of the labor-intensive visual effects work known as rotoscoping was outsourced to shops in India and other countries with much lower labor costs than in California.
By 2019, productions such as Disney’s “The Mandalorian” series advanced this further by using massive LED screens to project images of photorealistic digital worlds — “Star Wars” ships, forests, or deserts — as actors’ performed in costume in front of them. A virtual art department spent months designing the digital environments, and then loading them onto the large screen on the day of the shoot.
AI takes the process a step further.
Through “Moses,” Erwin is championing what he calls “hybrid” filmmaking: a workflow that marries live-action with AI-enhanced workflows in virtual production. The process combines what used to be separate phases — filming with actors and visual effects — to occur almost simultaneously. Scenes shot on set is made available to multiple editors and AI artists within minutes on the production floor, as they show near-finished sequences back to the cast and director.
“You can create assets in three or four days, not 10 weeks. And that means you can actually kind of generate the environment while you’re shooting,” he said.
Erwin, 43, grew up in Alabama and built his career around faith-based films such as ‘I Still Believe’ and ‘Jesus Revolution.’ He had spent years trying to tell biblical stories at the scale portrayed in the source material.
When he pitched “House of David,” a drama about the life of King David, studio executives were initially skeptical. “I was told to just come up with a smaller idea,” he said.
To portray Goliath’s origin story, actors were filmed on green screens and AI was used to generate a mythical sequence involving dark sky, rain, mountains and angels with wings.
It marked one of the first integrations of generative AI in a major commercial production. The series, which premiered last year was viewed by 44 million viewers worldwide and reached No. 1 on Prime Video in the U.S.
By Season 2, the team used 30 different tools, both traditional and AI, to generate images, sounds and video. They pivoted from shooting solely on location in Greece to filming some parts in L. A. in front of an LED wall.
AI was used to generate battle scenes and expand the background crowd size to thousands of people in a fraction of the time traditional CGI required. The use of AI-generated scenes jumped from 70 in Season 1 to 400 shots in the second season.
Jeff Thomas, a generative AI filmmaker who directed two episodes of Season 2, said each episode was made for less than $5 million, defying studio consensus that the show required a “Game of Thrones”-level budget of $12 million to $15 million per episode. Erwin declined to disclose the budgets for the “House of David” series or the “Moses” prequel..
“The Bible describes that battle as there was 100,000 people on each side. Well, it’s never been portrayed like that because we’ve never had the resources,” Erwin said. “We’re finally able to show that scope and scale.”
Erwin conceived of the idea of “Moses” over Christmas, wrote the script in January and created a four-minute trailer entirely created by AI. Amazon greenlighted the series later that month.
Kingsley had a short window before his next commitment, so Erwin prepared and shot all three episodes on a soundstage in a week — a project that would have previously taken six months to prepare.
For the pivotal Red Sea scene, Erwin generated the water volumes and tidal waves in less than hour using AI models from Chinese company Kling AI and Palo Alto-based Luma AI, which would have taken weeks in the traditional process. They wrote text prompts that explored 18 different variations of the sea parting and discarded the ones that didn’t work, enabling Kingsley to react to a tidal wave projected onto a 360-degree LED wall screen.
“‘Moses’ really represented a whole new method of filmmaking for me,” Erwin said.
For “The Old Stories: Moses,” director Jon Erwin used AI for wide shots, stunt-heavy battle sequences and to generate large crowds to showcase the grand scope of biblical stories. The red line he said he wouldn’t cross is using it in place of actors.
(Genaro Molina / Los Angeles Times)
For crucial scenes portraying the palace hallway in Egypt, where Moses talks to the Pharaoh, they built cardboard boxes as the columns in the palace, and “reskinned” them with intricate carvings using AI. Although the set could accommodate only 20 extras, they used AI to create hundreds of background actors.
Erwin also used generative AI to synthetically expand partially built sets featuring sand and rocks and to “de-age” Kingsely to appear as a young Moses.
But some things were off limits for AI, including Kingsley’s performance.
“I just think our faces are so intricate and the micro expressions are so intricate, so that’s always real,” he said.
Instead, AI was used to co-design the character: Erwin originally imagined a bald Moses, but based on Kingsley’s feedback, they fine-tuned the look with weathered hair and mustache.
“The line in the sand for me is replacing an actor,” Erwin said. “I don’t want to be in the industry if I can’t work with actors.”
Jon Erwin’s “hybrid” production involves generating a variety of environments such as forests, deserts, or battle sequences using AI, and projecting them on the LED screen.
(Genaro Molina / Los Angeles Times)
When asked about the background extras displaced by AI crowd generation, Erwin said that’s the wrong way to think about it.
“It’s not a comparison of what would “Moses” have cost otherwise. It’s a comparison of “Moses” would have never been made otherwise, and that’s the way you have to think about it,” he said.
Overall contraction in Hollywood has led to fewer films being shot on location in Los Angeles, and a 30% drop in entertainment industry jobs since its 2022 peak.
“I think you can do those things three to five times faster, at less than 30% the cost,” he said. “I actually see this tool set as an antidote to the job loss problem in our industry.”
Business
Waymo recalls thousands of its driverless cars after some failed to avoid flooded roads
Waymo is recalling 3,791 autonomous taxis after a software defect caused some vehicles to drive into flooded roadways, according to a recall report from the National Highway Traffic Safety Association.
The voluntary recall filed April 30 affects Waymo vehicles operating on the company’s fifth and sixth generation Automated Driving System. The software “may allow the vehicle to slow and then drive into standing water on higher speed roadways,” a NHTSA report said.
“Entering a flooded roadway can cause a loss of vehicle control, increasing the risk of a crash or injury,” NHTSA said.
The recall followed severe weather in San Antonio, during which a Waymo entered a flooded and impassable road, the company said.
In response, Waymo has increased weather-related constraints on its vehicles and says it is working on additional software safeguards.
“We have identified an area of improvement regarding untraversable flooded lanes specific to higher-speed roadways, and have made the decision to file a voluntary software recall with NHTSA related to this scenario,” a Waymo spokesperson said. “Waymo provides over half a million trips every week in some of the most challenging driving environments across the U.S., and safety is our primary priority.”
Waymo operates in 10 major cities and has issued prior safety-related recalls. Last year, the company recalled more than 1,200 autonomous vehicles after minor crashes involving obstacles in the road.
The Alphabet-owned company has also come under fire for safety incidents, including striking a child outside a school in Santa Monica earlier this year and fatally running over a neighborhood cat in San Francisco.
According to data collected by Waymo over 170 million fully autonomous miles driven, Waymo is 13 times safer than human drivers in crashes involving pedestrians.
The Mountain View-based company is currently ahead in the race to scale robotaxis across the country, with thousands of vehicles transporting paying customers in cities including Los Angeles, Miami and Phoenix.
Competitors Zoox and Tesla are trying to catch up with their own self-driving technology, but have yet to match Waymo’s scale and reach.
According to NHSTA, all affected Waymo vehicles received an interim software update to mitigate the issue, but a full remedy for the recall is still under development.
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