How a TikTok Content Creator is Using AI to Plan a Strategic Platform Exit

Recently, I’ve been advising a creator who built a deeply engaged audience on TikTok. Their audience wasn’t just showing up for quick content or surface-level engagement. They stayed for real conversation—something that doesn’t always get rewarded on platforms where shock value and clickbait tend to rise to the top.

The challenge was that even though TikTok’s algorithm regularly boosted the creator’s livestreams, the financial return was minimal. Sustaining that visibility required long hours and constant effort—raising questions about sustainability and long-term control.

In response to these challenges, the creator is now preparing to transition off TikTok to a platform that offers more control, fewer restrictions, and the opportunity to explore long-term monetization. For us, that decision makes strategic sense, especially as concerns around TikTok's stability, ownership structure, and shifting algorithm intensify. But even with a clear platform destination, the journey raises critical questions:

• How do you avoid starting over—and harness that shift not just to maintain momentum, but to use it as fuel for what comes next?

• How do you move without losing the trust and attention of your core audience?

• How do you differentiate your pivot in a moment when so many creators are announcing the same thing?

The Risk of Jumping Straight to AI

In moments like this, the instinct is often to reach for something that promises speed—like AI. Generative tools can help with editing, automate communication, and handle content at scale. But in my experience, the better move is to pause and get clear on the structure first. Map the room before turning on the lights. That clarity can save you from building fast and losing your way.

One way to find that clarity—especially in cross-platform transitions where digital integration is new—is to start with an analog view. Ask: If we did this manually, what would it take? What roles would people need to play? What would have to be in place for it to work without automation?

In scenarios like this, where you're not just moving content but relationships, that analog lens helps surface friction points you might otherwise miss. It reveals the human effort required to retain trust, guide your audience, and maintain momentum through the shift. Only after seeing that clearly does it make sense to layer in tools like AI. At that point, you’re not chasing features, you’re solving for real needs.

This idea was reinforced in a recent episode of the Partnering Leadership podcast, where host Mahan Tavakoli interviewed Eric Lamarre, senior partner at McKinsey & Company and co-author of Rewired: The McKinsey Guide to Outcompeting in the Age of Digital and AI.

Drawing on decades of experience in analytics and consulting, Lamarre made a point that resonates deeply:

"Some solutions might be AI. Some might be analytics. Others might be simple process fixes. The key is to start with the business problem. You don’t need a new tool for everything."

In other words, not every challenge needs a fancy solution. Sometimes the answer is fixing a process. Sometimes it’s just doing things in a better order. And oftentimes, it’s about clear leadership and getting everyone on the same page.

That kind of misalignment shows up in real-world examples too. Lamarre shared the story of an airline that developed a strong AI system for optimizing cargo space. Technically, the model worked. But on the ground, it failed because staff weren’t palletizing cargo correctly. That operational disconnect undermined the value of the AI. Which highlights a simple but important insight: AI cannot compensate for misalignment in practice. I unpack this further in a piece I wrote: The Hidden First Step in AI Adoption: Alignment, Then Domain Focus.

That said, there are moments where AI can step in early—and offer immediate value.

In this case, I was able to pull the creator’s downloaded data from TikTok and use AI to scan it for early insights. Could we have done that manually? Sure. But AI handled it in minutes, surfacing patterns and correlations through multidimensional analysis that would have taken hours or even days to uncover manually.

For instance, early-stage data analysis showed that TikTok was boosting the creator’s content attracting traffic with high retention. These viewers stayed for long periods and returned for multiple livestreams. That kind of clarity is helping us shape a narrative that can serve as a bridge to the next platform—tailored to the right audiences and grounded in what actually worked.

Human Presence Is Not a Bottleneck—It’s a Signal

In creator transitions, I’ve seen similar breakdowns. The decision to automate parts of onboarding, community updates, or even creative feedback loops often stems from good intentions. But when human presence is removed too early—or in the wrong place—it creates distance. Audiences notice. Sentiment shifts. And what was meant to increase efficiency ends up accelerating detachment.

I saw this firsthand while serving as communications lead for a global, community-led nonprofit digital library serving over 10 million patrons. When I was asked to build its first official communications program, one of the early challenges was onboarding a wide mix of global volunteers—each bringing different skills, time zones, and motivations.

With volunteering interest rising fast, my instinct was to automate. But I was reminded by our program lead that even if AI could handle the task, it might miss the moment. That early touchpoint—where someone feels seen and supported—can shape their entire sense of belonging. And in a project that blends public service with innovation, that confidence matters.

Applying that feedback led to a noticeable shift. Volunteers came in more aligned with the project’s goals, contributed more effectively, and stayed involved longer. Taking the time to engage them personally at the start didn’t just build trust—it improved completed projects and helped match people’s strengths to where they were most needed.

That’s why the analog-first approach matters. It reveals where the human element is irreplaceable and where tools can extend, rather than replace, connection.

Questions to Ask Before You Introduce AI

For creators transitioning platforms, for organizations rethinking engagement, and for teams building new systems, here are a few essential questions:

• What would this workflow look like without AI?

• Where is human presence creating trust?

• What specific problems need to be solved, and what tools are best suited to solve them?

• Are we introducing AI to reduce friction or just to appear innovative?

These questions aren’t intended to slow down progress. Instead, they’re meant to help you build something worth accelerating.

As Eric Lamarre points out, transformation or digital strategy isn’t about chasing technology. It is about choosing what to improve, and then selecting the most effective tools to get there. Sometimes that means AI. Other times it means analytics. And often, it means clarifying what success looks like before you ever open a new platform or product.

When it comes to the work of content creators, the same rule applies: if you do not know what you are solving, no tool can save you. But if you take time to map the room—to understand what works, what’s missing, and what truly matters—AI becomes a powerful partner, not a premature solution.

Exploring how AI can support your work or community? I’m happy to answer questions or help shape a clear, grounded strategy. Learn more on my website!