TikTok introduced symphony agentan AI-powered advertising system announced at Cannes Lions. Symphony Agent allows advertisers to create video ads using text prompts, images, and existing videos.
The company describes it as an engine that connects different parts of the advertising ecosystem, allowing advertisers to move from campaign ideas to video ads and creator collaborations within the same workflow.
How Symphony Agent works in ad creation
Symphony Agent is a workflow that transforms inputs such as text prompts, product images, and informative videos into structured advertising outputs.
Advertisers start by filling out a description or uploading product images. You can also choose TikTok trends, templates, or existing high-performing ads as a reference point. The system then uses this input to generate a product brief and creative direction.
From there, the workflow typically goes through a series of steps that include outlining insights, creating a storyboard, and generating a video. Each stage builds on the previous stage, and advertisers can adjust details along the way by providing feedback directly in the interface.
The system supports various types of video generation, including image-to-video conversion, scripting, and avatar-based content. Advertisers can also change elements such as narration, tone, scene structure, and calls to action during the process.
TikTok also applies what it calls platform signals behind the scenes, such as patterns from trending content and high-performing ads. The output is generated as one or more video variations that you can use for testing.
Advertisers can request up to three versions of a video at once, allowing them to compare different creative directions, including variations in messaging, character, and visual style.
Symphony Agent is built around input-to-video generation. Advertisers start with different types of inputs depending on what they already have.
Integration into three tools
Symphony Agent is also integrated into three existing TikTok tools: Symphony Creative Studio, Content Suite, and TikTok One. Each handles different parts of the advertising process.
In Symphony Creative Studio, TikTok’s AI video creation tool, Symphony Agent appears as a prompt-based interface. Advertisers can begin the process by entering a brief, uploading product images, and selecting trending or informative videos.
The system then generates an ad creation flow from concept to final video output. At each stage, advertisers can edit details rather than starting the process over.
Editing is integrated into your workflow, allowing you to change scenes, script structure, tone, or messaging through prompt input or side editing panels.
Content Suite’s Symphony Agent allows advertisers to search and organize existing TikTok videos. Advertisers can input their campaign needs such as audience type, tone, and content style. The system then scans available creator videos and returns a suggested list of content that matches those inputs.
Instead of manually browsing through tons of videos, advertisers receive filtered selections grouped based on relevance to the campaign overview. This includes identifying videos that match the specific messaging and visual style already used on TikTok.
TikTok One applies Symphony Agent to creators’ marketing workflows. Advertisers can upload campaign requirements in the form of text descriptions, PDFs, product links, etc.
The system then generates a campaign summary and creates a list of recommended creators. Each recommendation includes a corresponding description based on campaign input.
Advertisers can adjust the list by changing criteria or requesting suggestions from additional creators. Once selected, you can add creators directly to your campaign project and reach out to them in bulk through batch invites.
