TikTok is the latest technology company to incorporate generative AI into its advertising business, announcing Tuesday the release of a new AI suite for brands called TikTok Symphony. The tool helps marketers write scripts, produce videos, and enhance their current assets.
The suite includes a new AI video generator called “Symphony Creative Studio.” The company says the tool can generate TikTok-ready videos with just a little input from advertisers. The studio also provides brands with ready-to-use videos for their ad campaigns, based on assets and product information from TikTok Ads Manager.
The new “Symphony Assistant” is an AI assistant designed to help advertisers enhance their campaigns by helping generate and refine scripts and providing best practice recommendations.
For example, a brand could ask an assistant to write a few attention-grabbing phrases for a new lipstick launch. You can also ask your assistant to show you what's currently trending on TikTok or come up with ideas for promoting new products in your specific industry.
TikTok's new “Symphony Ads Manager Integration” helps brands automatically revise and optimize their current videos. The tool allows brands to improve the videos they've already created to make them more visible.
Additionally, TikTok is launching a centralized site for marketers called “TikTok One” where they can access nearly 2 million creators, discover agency partners and take advantage of TikTok's creative tools.
To help advertisers drive sales, TikTok is also introducing a new performance solution powered by predictive AI, allowing advertisers to input their budget and goals to determine the best creative assets and appropriate audiences for their campaigns.
As part of the announcement, the company revealed that 61% of users have made a purchase on TikTok, either directly or after seeing an advertisement. TikTok also said that 59% of users use TikTok to decide which game to download next, and 52% of users have watched TikTok content to research cars.
While TikTok has found success in the advertising business and is expanding in pursuit of more ad dollars, the company faces potential hurdles in the year ahead. The app's future fate in the U.S. is uncertain after President Joe Biden signed a bill last month that would ban TikTok if parent company ByteDance does not sell the app. If the app is banned in the U.S., other technology companies and startups could take their place in that gaping void.
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