Creativity flourishes on TikTok, where brands that embrace creative risk-taking and experimentation can effectively engage with their community and invite participation. At TikTok World 2024, we introduced Symphony, a suite of advertising solutions driven by generative AI. Today, we proudly unveil Symphony Digital Avatars, AI Dubbing for global translations, and our Symphony Collective, designed to aid creators and brands in producing TikTok-centric content that stands out.
With Symphony, businesses of all sizes, creators, and agencies can merge human creativity with AI-powered efficiency to enhance content development, creativity, and productivity on TikTok. Studies have shown that creating ads specifically for TikTok increases purchase intent by 37% and brand favorability by 38% (1). Additionally, 79% of TikTok users prefer brands that show a clear understanding of how to create platform-specific content (2).
“At TikTok, our mission is to empower creators and amplify their creativity to a global audience through the power of generative AI,” said Andy Yang, Head of Creative Product at TikTok. “Symphony Digital Avatars open new possibilities for creators to expand their opportunities with brands globally. We aim to fuel the creator economy by investing in creative solutions that inspire joy, imagination, and action.”
Animating Creativity with Symphony Avatars
To help creators and brands captivate global audiences and deliver impactful messages authentically, we introduce Symphony Digital Avatars. These avatars, powered by generative AI, bring branded content to life with realistic digital representations of real people, offering new ways to scale creative strategies on TikTok. With 58% of TikTok users saying they trust brands more after learning about them from TikTok creators, avatars can scale and globalize branded content with a personalized touch, featuring diverse gestures, expressions, nationalities, ages, and languages (3).
To elevate creativity and content, we present two types of Digital Avatars:
Stock Avatars: Pre-built avatars made from paid actors, licensed for commercial use. Stock Avatars allow businesses of all sizes to infuse a human element into their content quickly, with a diverse array of creators from different backgrounds, nationalities, and over 30 languages.
Custom Avatars: Tailored to represent a creator or brand spokesperson, these avatars feature multilingual abilities, giving creators and marketers the power to scale their likeness and brand. Creators can use their likeness to construct multilingual avatars, expanding their global reach and brand collaborations. Brands can build their Custom Avatars using their brand IP, spokesperson, or a partnered creator, facilitating easy collaboration with creators worldwide for global campaign localization.
TikTok creator O’Neil Thomas shares, “Creating on TikTok has revitalized my artistry and monetized it globally. Thanks to TikTok, I’ve been able to collaborate with prominent brands in a fun, authentic, and creative way. With TikTok’s new tools, I can explore even more ways to create fresh concepts with my brand partnerships. I’m thrilled to develop my own custom Digital Avatar to scale my global reach and revenue exponentially.”
Explore Symphony Digital Avatars to see how creators and brands can create at scale.
Expanding Creative Horizons with Global Translations
The Symphony AI creative suite supports brands at every step of the creative process, helping produce TikTok content that resonates and connects with our global community. Our aim is to help brands scale their creative campaigns to meet their goals and objectives. Today, we introduce Symphony AI Dubbing, a global translation tool that enables creators and brands to overcome language barriers, scale their content in multiple languages, and connect with global audiences.
AI Dubbing provides creators and marketers with the ability to translate their content into over 10 languages and dialects, making their message more inclusive and impactful across diverse audiences. The tool automatically detects the original language in a video, transcribes, translates, and produces a dubbed video in the selected languages, empowering creators and brands to communicate effectively with their global audience.
Discover more about AI Dubbing and how marketers can globalize their content.
Symphony Collective: Innovating with Our Community
With Symphony, we prioritize industry feedback as a core element of our development strategy. To facilitate discussions on the development and responsible use of AI in creative marketing, we introduce the Symphony Collective: Industry Advisory Board. Founding members include a diverse range of content creators and thought leaders from companies like Mondelez, American Eagle, Wendy’s, and the NBA, agencies such as OMD, Tinuiti, Day One, Tool, VaynerMedia, and TBWA Chiat, and creators like Drea Okeke, David Ma, Michelle Gonzales, and O’Neil Thomas. They will provide crucial feedback on TikTok’s AI marketing solutions and foster an open forum to discuss industry trends.
Quotes from Founding Members:
“As a creator, I’m always exploring new filmmaking techniques. TikTok has pioneered tools that enable me to collaborate with brands and build long-term relationships,” states David Ma, Director, Filmmaker & TikTok Creator. “I’m honored to be part of The Symphony Collective to help test and build their new AI solutions, finding efficiency in our creative processes while maintaining our artistic voices.”
“TikTok has championed diverse and bold creativity. Generative AI will make this stage even more dynamic,” says Anthony Hamelle, Executive Director of Digital, Social & Innovation at TBWA/Chiat/Day US. “As a founding member of TikTok’s Symphony Collective, I’m privileged to work with TikTok and share insights from TBWA’s projects and our GenAI initiatives.”
“I’m excited about the future of creativity! TikTok has enabled me to connect with a global audience and build an online community. I look forward to seeing how AI can enhance our creative processes,” says Drea Okeke, TikTok Creator.
At TikTok, we continue to innovate to help brands connect authentically with their community and reward our creator community for their creativity. To learn more about our Symphony creative tools, visit TikTok for Business.
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