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Chinese tech giant ByteDance has signed an agreement to sell a majority stake in its video platform TikTok to a group of U.S. investors. President Donald Trump announced a preliminary agreement for the sale on Sept. 19, 2025, following his negotiation with Chinese leader Xi Jinping. TikTok CEO Shou Zi Chew told employees in a memo obtained by news organizations that the company is working to close the deal by Jan. 22, 2026. Chinese and U.S. authorities will also need to approve the deal. The deal creates a new U.S.-only version of the app, bringing it into compliance with a law signed by President Joe Biden on April 23, 2024, and upheld by the Supreme Court on Jan. 17, 2025. Specifics of the deal remain to be hammered out, but some details are emerging. These include what will happen to the video-sharing apps core algorithmand what that means for TikToks millions of U.S. users. The Chinese government has indicated it will not permit ByteDance to sell the algorithm, because it is classified as a controlled technology export, per Chinese law. Meanwhile, U.S. tech industry executives and some lawmakers say compliance with the law requires the algorithm to be under American control. The deal as proposed includes licensing the algorithm so that it remains Chinese intellectual property while the U.S. version of the app continues to use the technology. TikToks For You page algorithm is widely considered the most important part of the app. As one analyst put it: Buying TikTok without the algorithm would be like buying a Ferrari without the engine. The algorithms value lies in its uncanny capacity to anticipate users content preferences. Many users claim it knows them better than they know themselvesa sentiment that has evolved into a curious mix of spiritual belief and conspiracy theorizing, as my colleagues and I have documented. Other scholars have similarly noted that users feel more intimately seen and known by TikToks algorithm than those powering other popular platforms. I have studied social media algorithms for nearly a decade, exploring how our relationships with them have evolved as they become increasingly entwined with daily life. As both a social media scholar and TikTok devotee, I want to shed some light on how the algorithm works and how the app is likely to change in the wake of its sale. How the TikTok algorithm works In some ways, the TikTok algorithm does not differ significantly from other social media algorithms. At their core, algorithms are merely a series of steps used to accomplish a specific goal. They perform mathematical computations to optimize output in service of that goal. There are two layers to the TikTok algorithm. First, there is the abstract layer that defines the outcome developers wish to accomplish. An internal document shared with The New York Times specified that TikToks algorithm optimizes for four goals: user value, long-term user value, creator value and platform value. But how do you turn these goals into math? What does an abstract concept like user value even mean? Its not practical to ask users whether they value their experience every time they visit the site. Instead, TikTok relies on proxy signals that translate abstract outcomes into quantifiable measuresspecifically, likes, comments, shares, follows, time spent on a given video, and other user-behavior data. These signals then become part of an equation to predict two key concrete outcomes: retention, or the likelihood that a user will return to the site, and time spent on the app. The TikTok For You page algorithm relies on machine learning for predicting retention and time spent. Machine learning is a computational process in which an algorithm learns patterns in a dataset, with little or no human guidance, to produce the best equation to predict an outcome. Through learning patterns, the algorithm determines how much individual data signals matter for coming up with a precise prediction. A Wall Street Journal investigation found that the amount of time users spend watching each video plays a large role in how the algorithm chooses videos it suggests to users. Using the equation it has generated to predict retention and time spent, the algorithm assigns a score to each video and ranks possible videos that could be shown to the user by this score. The higher the score for an individual user, the more likely the video will appear in their feed. Of course, content characteristics and other users additionally inform recommendations, and there are other subprocesses folded into the equation. This step is where algorithmic moderation usually comes in. If a video looks like engagement bait or has excessive gore, for example, the contents score will be penalized. Here are the basics of how TikToks algorithm works. Whats likely to change for US users The sale has not been finalized, but the algorithms fate is coming into focus. According to reports, the United States-only version of the algorithm will be retrained on only U.S. users data. Users wont need to download a new version of the app for the changed algorithm to work. Even though the algorithm itself is the same as before, its fairly certain that TikTok will change. I see two key reasons for change. First, the proposed apps U.S.-only user population will alter the makeup of the underlying dataset informing algorithmic recommendations on an ongoing basis. As the kinds of content come to reflect American cultural preferences, values and behaviors, the algorithm may be slightly different as it learns new patterns. Though users are more likely to stick with the app because they dont need to download a new version, not all users will choose to, especially if it is seen as under the control of Trumps allies. Under the current deal, Oracle Corp. and the U.S. government would oversee the algorithms retraining. This arrangement suggests that the U.S. government may have significant influence over how the app works. The deal would give an 80% share to U.S. investors, including 50% to new investors Oracle, Silver Lake and Andreessen Horowitz. These investors have connections to Trump, and an apparent provision of the deal allows the U.S. government to select one board member. These influences raise the possibility of a boycott from left-leaning users and creators similar to earlier boycotts of Target for rolling back DEI measures and Disney after the since-reversed suspension of Jimmy Kimmel. This may result in a user populationand datareflective of a narrower realm of interests and ideologies. Second, its possible that the majority shareowners of the new app will decide to adjust the algorithm, particularly when it comes to content moderation. The new owners may wish to modify TikToks Community Guidelines according to their view of acceptable and unacceptable speech. For example, TikToks current Community Guidelines prohibit misinformation and work with independent fact-checkers to assess the accuracy of content. While Meta used to follow a similar approach for Instagram and Facebook, in January 2025 Meta announced that it would end its relationships with independent fact-checkers and loosen content restrictions. YouTube has similarly relaxed its content moderation this year. With reports that the U.S. government would oversee retraining the algorithm, theres a possibility that not only the new investors but also the government itself could influence how content is prioritized and moderated. The bottom line is algorithms are highly sensitive to context. They reflect the interests, values, and worldviews of the people who build them, the preferences and behaviors of people whose data informs their models, and the legal and economic contexts they operate within. This means that while its difficult to predict exactly what a U.S.-only TikTok will be like, its safe to assume it will not be a perfect mirror image of the current app. This story was updated on Dec. 19, 2025, to include new details about TikToks sale. Kelley Cotter is an assistant professor of information sciences and technology at Penn State. This article is republished from The Conversation under a Creative Commons license. Read the original article.
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E-Commerce
As 2026 begins, the workplace is rapidly changing due to technological advances, shifting labor dynamics, and evolving employee expectations. Organizations that anticipate and adjust to these changes are more likely to attract top talent, boost productivity, and stay competitive. From embracing artificial intelligence in the workplace to a continued focus on skill-based hiring, the future of work is being shaped by trends that could redefine how we collaborate, learn, and thrive. Here are three top workforce trends to watch in 2026. 1. THE AI-AUGMENTED WORKFORCE The adoption of AI is quickly becoming a critical factor in modernizing the workplace. Companies and employees alike are recognizing AIs value and are actively weaving it into their daily operations and workflows. Rather than replacing jobs and skills outright, AI is reshaping roles and creating new opportunities to boost efficiency and improve work quality. McKinsey Global Institute reports that AI-driven automation has the potential to generate $2.9 trillion in economic value across the U.S. by 2030. Their research suggests that unlocking this potential value will require more than just automating individual tasks. It involves rethinking entire workflows to enable effective collaboration among workers and AI assistants. By automating routine, repetitive tasks like document preparation and basic research, AI allows employees to focus on more complex tasks and contribute in more strategic, impactful ways. A March survey we conducted with 1,000 HR professionals showed that nearly 70% view AI positively and find it helpful for their work. This benefit is particularly evident when automating initial, high-volume administrative tasks in the recruitment process. The survey suggests that AI adoption is highest during the early stages of the hiring process, especially in job posting (39.7%) and résumé screening (39.5%), with larger companies more likely to use these tools due to a higher volume of applications. Usage drops for more subjective tasks like hiring decision (14%) and shortlisting (13%), showing a continued preference to leave key judgments and final decisions to humans. 2. SKILLS-FIRST HIRING AND UPSKILLING With many industries continuing to struggle with labor shortages, more employers are reevaluating their hiring practices. To fill this gap, many companies are moving toward skills-based hiring. The transition to skills-based and skills-first hiring is more than just a passing trend; it’s a strategic response to evolving labor market dynamics. A National Association of Colleges and Employers (NACE) found that 65% of employers surveyed reported adopting skills-based hiring practices for entry-level hires. Additionally, 90% of employers who use skills-based hiring report applying it during the interview stage, while almost three-quarters include it in the initial filtering process. This emphasis on a candidates skills highlights a common misunderstanding between skills-based and skills-first hiring methods. Skills-first hiring primarily evaluates candidates based on skills, though other factors might still influence the decision. In skills-based hiring, a persons abilities are important but not necessarily more important than other factors like education or experience. By embracing continuous learning, individuals can effectively bridge existing skill gaps and proactively position themselves for the jobs of tomorrow. Our March survey of 1,000 unemployed individuals found that among respondents actively seeking jobs, 59.3% of those who considered upskilling reported receiving a job interview compared to 48.7% who did not, a 21.8% difference. Upskilling not only boosts their short-term marketability but also strengthens long-term resilience in a constantly changing workforce, ultimately leading to a more confident and successful return to employment. 3. A STAGNANT LABOR MARKET FOR NEW GRADUATES The U.S. labor market is currently experiencing a stagnant phase, often described by economists as low-fire, low-hire. This means companies are not laying off employees, but they are also not hiring new staff quickly. While this stability benefits current workers, it creates a significant obstacle for the newest generation of workers, especially recent graduates. This is particularly true for those not pursuing in-demand fields, such as the healthcare industry. NACEs 2026 job outlook reports that 45% of employers view the overall job market for 2026 class of graduates as fair. The last time the majority of employers (52%) described the job market this way was in 2021, when hiring expectations were similarly stagnant. This signals a return to when the market was still recovering from the pandemic, and companies were more cautious and hiring out of necessity. Despite this bleak outlook for young job seekers, students are still optimistic. ZipRecruiter research shows that students overwhelmingly expect a quick transition from campus to career, with 82% expecting to land their first professional job within three months of graduating. While 77% do manage to find employment quickly, 5% are still searching for their first job. While the present job market offers stability for current employees, it creates challenges for new graduates trying to succeed. Moving from college to a professional career is now more like a marathon than a sprint, requiring young job seekers to focus on building skills in high-demand fields and refining their job search tactics to navigate an increasingly selective employment environment. FINAL THOUGHTS The 2026 workplace will be influenced by emerging technologies, changing expectations, and evolving hiring practices. Although economic uncertainties and slower recruitment may pose challenges, they highlight the importance of innovation and adaptability in business strategies. Organizations that invest early in AI and focus on skill-based hiring are better positioned to attract and retain top talent, foster innovation, and boost productivity and growth. Recognizing these trends is essential for successfully navigating the rapidly changing labor market and maintaining competitiveness. Paul Toomey is president and founder of Geographic Solutions.
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E-Commerce
I didnt set out to found a tech company, much less a brand that would redefine the standard for outdoor cellular cameras. Tactacam started with a simple passion for capturing and sharing outdoor moments, and that same passion drives us today. Throughout the years, Ive found that success, growth, and customer loyalty come down to staying true to who you are. The brands that thrive lead with purpose and values, using them as guiding principles to earn trust, influence decisions, and create lasting loyalty, even during change. When brands drift from their core, they risk disrupting the very foundation of trust theyve built. Weve seen the consequences of brand drift play out in recent headlines with failed rebrands and campaigns that alienate core customers. But when the foundation is strong and missteps happen, 67% of consumers are more likely to stay loyal to brands they already trust, according to Edelman’s Trust Barometer. Staying rooted in our purpose to enhance outdoor pursuits has shaped how we innovate, serve our customers, and define our culture. Here are four lessons Ive learned about keeping purpose at my core, and why it gives brands a winning edge. 1. LEAD WITH VALUES THAT MEAN SOMETHING Meaningful values are more than just a slogan on a breakroom poster. Core values are field-tested standards that define how you innovate, care for your customers, and how your people show up. What began as a humble garage operation, evolved into a new way to experience and share outdoor memories. This foundation of passion, getting our hands dirty, and ambition continues to define our mission. At the core is a deep appreciation for the outdoors, and a commitment to innovation and improving the way outdoor moments are captured. These values underpin how we continue to serve our community. Our approach was simple: We started by identifying our values and making them simple enough for everyone to repeat. Then, we committed to embodying those values at every level of the organization, ensuring they guided every interaction and decision, even the difficult ones. 2. STAY CONNECTED TO YOUR CUSTOMERS A strong customer satisfaction score is an important benchmark, but it doesnt tell the full story. The most meaningful interactions happen behind the scenes in genuine customer interactions. According to Zendesk, 60% of consumers have made purchases based solely on the service they expect to receive. Weve learned that authentic customer relationships are built from real conversations without scripts or chatbots. When your support team speaks with thousands of customers a day, they have a unique opportunity to not only help them solve challenges, but also celebrate their successes, and hear insights on what customers want to see next. Investing in these human relationships creates immeasurable value that automation simply cant. Listening to customers isnt just the role of customer service. Making time to listen is the responsibility of everyone in an organization. Spend time with your customers and listen to their stories and their feedback firsthand. Some of the most powerful innovations will come directly from customer stories. 3. TURN CUSTOMER INSIGHTS INTO INNOVATION Innovation starts with insights from your core customers and understanding: How can we solve a problem? How can we improve the experience? And what will it take to deliver the best possible product? When our customers asked if we could build a more advanced cellular trail camera solution, we accepted the challenge. We listened and engaged them every step of the way, from incorporating their most requested features, to involving them in the testing process to ensure it performed in real world conditions. They said, what if, and we delivered. The result was not only a great product but a solution that exceeded their expectations. The takeaway is to allow customer insights to lead you down the path of innovation. When they ask, listen and find a way to deliver. It will almost always pay off in a big way. 4. CREATE A CULTURE BUILT ON HUMAN CONNECTION AI is changing how we interact. Going all in on human connection is more important than ever. As organizations grow, culture becomes about creating real, human connections and rallying people around a shared purpose. The most valuable lesson weve learned in building our culture is that impactful traditions come from creating authentic connections to employees passions. At our core, its about spending time outdoors. Programs like TactaTreks, which takes top-performing team members on epic outdoor adventures with leadership throughout the year, arent just fun. They also bring employees together around shared values. Even offering extra PTO days for time exploring the outdoors reinforces that we prioritize what our people value most. Culture is truly a lived experience that connects your people to your purpose. Its built around the moments that create community and inspire teams to do their best work. Purpose and values are the foundation to lasting loyalty. By consistently leading with your core, staying connected to your customers, and creating human connections with your community, you dont just win, you build a brand with staying power. Jeff Peel is CEO and cofounder of Tactacam.
Category:
E-Commerce
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