All TikTok for Business users now have access to the company’s artificial intelligence (AI)-powered video generation tool. TikTok is expanding its AI-powered marketing tools with the “Symphony Creative Studio,” an automated video generation tool that allows ad partners to create videos “in minutes” using product information or a URL.
Symphony Creative Studio contains tools for generating, transforming, and scaling content, according to a news release released by the company on Thursday (November 14).
“Part of TikTok’s Symphony creative AI suite, Symphony Creative Studio aims to support advertisers and content creators with free tools to make the creative production process easier and more efficient, bridging the gap between ideation and production,” the company said in the release.
Advertisers can use the AI-powered video studio by entering their brand or product information and assets or by importing them from a URL into the prompt. From there, the studio will create a variety of video options with different layouts and scripts for advertisers to choose from.
TikTok says that the generated videos “draw inspiration from TikTok’s top-performing content and incorporate licensed assets” such as videos, photos, and sound from certified partners such as Billo and Getty photos that have been cleared for commercial usage.
Businesses and marketers can use one feature to generate video content by entering information and assets or importing them from a URL. Symphony Creative Studio uses these assets, as well as licensed videos, photos, sounds, and avatars from TikTok partners, to create videos that the advertiser may then edit and export, according to the announcement.
Another feature allows users to make videos using AI-powered avatars by selecting a stock or custom avatar, entering a script, and selecting a language. The tool will bring the information to life through avatars in videos, which the marketer may then edit and export, according to the announcement.
According to the announcement, a third feature enables select advertisers to create custom avatars of their brand IP, spokesperson, or partner creator by verifying their identification and consent before uploading videos of the subject to be made into an avatar.
According to the release, Symphony Creative Studio can also translate and dub videos, edit existing videos, and create auto-generated videos based on the advertiser’s previous activity on the site.
The tool is currently available to all logged-in TikTok for Business users, according to the statement.
Other companies have also begun to offer AI-powered tools to their advertising partners.
Amazon Ads introduced two artificial intelligence (AI) tools in October to assist advertisers expand their reach. The company’s Audio generator allows advertisers to create audio ads by inputting their Amazon-listed product and receiving a voiceover script based on the product information, while its creative studio combines AI-powered image, video, and audio generation capabilities into a single experience.
Walmart announced in August that it is looking into the potential of generative AI to help its marketplace sellers interact with its system more effectively, streamlining queries and providing concise answers.
To assist advertisers target and reaching new markets, the studio will also allow them to create a digital avatar, narrate their video script, or localize their existing videos into new languages via translation and dubbing.
The new product builds on the company’s recent AI-powered launches, such as Smart+, which automates the performance ad process across targeting, bidding, and creative, and the Symphony Ad Suite’s range of generative AI tools, which aligns with competitors’ updates across the social media landscape.
Overall, TikTok’s Creative Studio aims to help more advertisers feel confident in their creative output on the platform, citing a recent Nielsen study that identifies creativity as the most important driver of ad effectiveness, accounting for nearly half of incremental sales on social platforms.
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