
Streets Ahead: TikTok Past the Ban, Global AI Adoption
In this week’s Streets Ahead update, SOCi discusses the current status of TikTok and global AI adoption trends
TikTok Past the Ban
The News TikTok went offline for U.S. users on the evening of Saturday, January 18, shortly before a 2024 law’s deadline took effect on Sunday. Sixteen hours later, on the morning of January 19, Oracle, which manages TikTok’s servers, restored the service. TikTok’s messages during the outage and its resolution indicated the company was working with incoming President Trump to secure TikTok’s long-term presence in the U.S.
Although the President extended the ban deadline by 75 days, TikTok remains unavailable for download in Apple’s and Google’s app stores. Current users can still access the app, but new users cannot download it. Apple’s support documentation also notes that in-app purchases and subscriptions are disabled. Other apps owned by ByteDance, such as CapCut and Marvel Snap, are similarly affected.
The executive order extending the deadline states its purpose is to allow time to evaluate the best course of action. Legal experts have questioned the order’s validity, which may explain why Apple and Google have adhered to the law rather than the order. President Trump has expressed a desire for a deal that would grant “the United States,” likely referring to a U.S.-based entity, a 50% ownership stake in a joint venture.
Why This Matters TikTok is accessible to its 170 million active U.S. users, but its future remains unclear. ByteDance has not indicated any plans to divest part of the app’s U.S. ownership, and the executive order that restored service may face legal challenges. With TikTok still unavailable in Apple and Google app stores, new downloads are blocked, and users who delete the app cannot reinstall it. While some features may be limited, TikTok Shop purchases remain unaffected.
Global AI Adoption Trends
The News A recent Google-Ipsos survey shows that AI usage is increasing globally, with stronger growth in countries outside the U.S. and Canada. While 48% of respondents worldwide reported using AI tools in the past year, only 29% of respondents in the U.S. and Canada reported the same. AI adoption rates are higher in Europe, the Asia-Pacific region, and emerging nations.
The survey also reveals that 57% of respondents feel “excited” about AI’s potential, while 43% express “concern.” A significant gender gap exists in AI usage, with 55% of men reporting use compared to 45% of women. Respondents from countries such as South Africa and Nigeria are more optimistic about AI’s potential economic impact than those in the U.S., where views are more cautious. In the U.S., 53% of respondents believe AI innovation should be a priority.
Why This Matters Marketers should note that while U.S. consumers are generally aware of AI tools such as ChatGPT and Gemini, only a minority have used them, and many express concerns about their implications. AI adoption in marketing and other business areas should prioritize transparent communication and focus on enhancing value for customers.