Despite its ongoing legal battle with the US government over its right to operate in the country, TikTok continues to innovate in the realm of AI advertising. The popular video-sharing platform, boasting over a billion monthly active users, has announced the launch of new AI-powered tools for advertisers. These tools include digital avatars and AI-powered language dubbing, aimed at translating branded messages into multiple languages worldwide. The announcement was made at the Cannes Lions International Festival of Creativity.
Symphony: A Suite of AI Tools
These new features are part of Symphony, a suite of generative AI offerings for advertisers that TikTok introduced in May. Symphony includes various tools designed to streamline the creative development and content production processes for creators and marketers. Adrienne Lahens, global head of content strategy and operations at TikTok, emphasized the importance of creativity on the platform, stating, “Creativity is the core of TikTok. When brands truly lean into creativity that reflects the culture of TikTok, they are able to connect with their community and drive real results.”
Tiktok AI-Generated Avatars and Customization
Brands and creators can now use prefabricated stock avatars in their content. These avatars, which closely resemble real people, are designed to reflect a wide range of nationalities and languages. Symphony users can also create custom versions, tailoring an avatar to their likeness or intellectual property. This feature allows for the development of multilingual characters to share content in local languages globally.
Tiktok AI-Powered Language Dubbing
The new dubbing feature in Symphony enables users to translate their content into over 10 languages. This tool uses AI to identify the language spoken in a video, transcribe the dialogue, translate it, and produce a dubbed version in the selected languages. This feature aims to help creators and brands expand their reach and build a more global audience.
Industry Collaboration and Feedback
In its effort to support brands and creators with generative AI tools, TikTok is also launching an advisory group. The Symphony Collective: Industry Advisory Board will include creators and marketers from various brands and agencies, providing ongoing feedback. Founding members of the collective include representatives from top brands like Wendy’s, Mondelez, and the NBA, as well as agency leaders from OMD, TBWA Chiat Day, Tinuiti, and more.
Innovative Collaborations and Creator Insights
Anthony Hamelle, executive director of digital, social, and innovation at TBWA Chiat Day US, highlighted the potential of GenAI as a creative catalyst. He stated, “TikTok has been a remarkable force for more open, diverse, and bold forms of creativity. With GenAI as a creative catalyst, this stage that welcomes thousands of creators and communities will become even more dynamic.” The agency will share insights from its work, including TikTok content developed for clients like Hilton.
Top creators, including Drea Okeke, David Ma, Michelle Gonzales, and O’Neil Thomas, will also participate in the Collective. They will experiment with TikTok’s AI tools in their content and provide feedback to the organization. Drea Okeke, known for her content on Nigerian culture and food, expressed her excitement about joining the advisory board. She said, “As a creator, my goal has always been to bring joy and share my culture with the world. TikTok has been a game-changer, allowing me to connect and build an online community in ways I never thought possible. I love using AI to streamline my creative process and boost productivity, so I’m especially excited to join the TikTok Symphony Collective Advisory Board.”
With these new AI-powered tools and collaborative efforts, TikTok aims to enhance the creative capabilities of brands and creators, fostering a more innovative and inclusive digital environment.
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