TikTok’s planned changes under a US-focused deal may make the platform feel more secure but could also affect its cultural influence. Currently, TikTok relies on vast amounts of global data and fast-moving feedback loops to tailor recommendations instantly. Under the deal, TikTok’s algorithm, licensed by US investor Oracle, will be retrained using only American user data. Experts warn this could make the app “safer and sturdier” while potentially reducing its edge and relevance.
Industry observers note TikTok’s strength has always been in presenting unexpected and niche content, sometimes politically sharp or unusual, before it spreads elsewhere. “If you start smoothing those edges, you don’t just change moderation. I think you change its relevance,” one analyst said. This shift could alter the app’s character, making it feel less spontaneous and more controlled, though the platform’s core features like short videos and shopping are expected to remain unchanged.
Whether the US version can keep up with global trends may depend on access to the latest features, security updates, and platform improvements. Experts say that operating with a narrower US dataset could affect how quickly the algorithm personalizes content or reacts to viral trends. “If TikTok is operating with a licensed or partially diluted version of its recommendation algorithm, some of the system’s blind spots may start to matter more,” another specialist said.
Oracle, TikTok’s US cloud partner led by a well-known tech executive, will work alongside MGX, an Abu Dhabi government fund, and private equity firm Silver Lake as main investors. Analysts suggest this new ownership structure may make the US app feel more “blander,” with pressure from investors shaping its approach. “I think the real test won’t be whether the users leave. It will be whether TikTok still feels the place the internet goes to experiment or if it becomes the place it goes to behave,” said one commentator.
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