TikTok Revolutionises Content Creation with New AI Tools
TikTok is introducing new AI-powered tools that will change the way content is created on the platform. With features like AI-generated avatars and dubbing tools, brands and creators can now reach a global audience more efficiently.
@tiktoknewsroom Introducing TikTok Symphony: our new Creative AI suite that blends human imagination with AI-powered efficiency to help marketers scale content development, creativity, and productivity on TikTok.
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In June 2024, TikTok launched Symphony Digital Avatars and Symphony AI Dubbing as part of their creative Symphony platform. These tools help creators and brands produce engaging content that stands out.
Symphony Digital Avatars allow for the creation of realistic avatars for ads and promotional content. There are two main types: "stock avatars," pre-made from paid actors, and "custom avatars," personalised to resemble a specific creator or brand representative.
These digital avatars offer a new level of interaction, mimicking various gestures, expressions, and accents to better fit different cultures and languages. TikTok reports that platform-specific ads increase purchase intent by 37% and positive brand opinion by 38%. This is a big step towards globalising content and meeting international audience expectations.
Symphony AI Dubbing is another advanced tool from TikTok, translating content into over 10 different languages. It automatically detects the video’s language, transcribes, translates, and creates a dubbed version in the selected language. This feature helps brands communicate effectively with a global audience, breaking language barriers and expanding campaign reach.
The industry has had mixed reactions to these new features. While they offer great potential for creating diverse and personalised content, concerns about ethics and copyright, especially regarding using actors' and creators' likenesses without consent, have been raised. TikTok is addressing these issues by implementing control and licensing mechanisms to protect creators' interests.
Symphony Collective, a new advisory board made up of industry leaders and content creators, oversees the responsible use of AI in marketing. This board includes representatives from brands like Mondelez, American Eagle, Wendy’s, NBA, and agencies like OMD, Tinuiti, and VaynerMedia. They provide feedback and recommendations to ensure ethical and effective use of AI tools.
The introduction of Symphony Digital Avatars and AI Dubbing is a strategic move by TikTok to strengthen its position as a leader in innovative content creation tools. These technologies can significantly improve the effectiveness of advertising campaigns, especially in the context of globalisation and the need for multilingual communication. TikTok not only meets user needs but also sets new standards in digital marketing.
These new features have the potential to change how brands and creators engage their audience. Reports show that 61% of TikTok users have made a purchase directly on the platform or after seeing an ad, highlighting TikTok's advertising effectiveness. Symphony Digital Avatars and AI Dubbing can further increase this rate by delivering more tailored and understandable content to users worldwide.