TikTok is the latest tech company to incorporate generative AI into its advertising business, as the company announced Tuesday that it's launching a new “TikTok Symphony” AI suite for brands. The tools will help marketers write scripts, create videos and enhance existing assets.
The suite includes a new AI video generator called “Symphony Creative Studio.” The company claims that the tool can create TikTok-ready videos with little input from an advertiser. The studio also offers brands ready-to-use videos for ad campaigns based on their TikTok Ads Manager assets or product information.
The new “Symphony Assistant” is an AI assistant designed to help advertisers optimize their campaigns by helping them create and optimize scripts and provide recommendations on best practices.
For example, brands can ask an assistant to write some attention-grabbing lines to launch their new lipstick. They can also ask Assistant to show them what's currently trending on TikTok or to generate some ideas for promoting a new product in a certain industry.
TikTok's new “Symphony Ads Manager Integration” can help brands automatically fix and optimize a brand's existing videos. This tool can be used to enhance videos that a brand has already created to make it stand out more.
In addition, TikTok is launching a central destination for marketers called “TikTok One” where they will be able to access nearly two million creators, discover agency partners, and explore TikTok. You will be able to take advantage of creative tools.
TikTok is also introducing new performance solutions powered by predictive AI to help advertisers drive more sales. Advertisers will be able to enter their budgets and goals to determine the best creative asset and the right audience for their campaign.
As part of the announcement, the company revealed that 61% of users have made a purchase directly on TikTok or after viewing an ad. TikTok also said that 59 percent of users use TikTok to decide which game to download next, and 52 percent of users also research cars because of TikTok content.
While TikTok is seeing success with its advertising business and building on it in pursuit of more ad dollars, the company faces a potential hurdle in the coming year. The future fate of the app in the US is uncertain as President Joe Biden signed a bill last month that would ban TikTok if its parent company, ByteDance, does not sell the app. If the app is banned in the US, other tech companies and startups have the potential to gain ground in its absence.