TikTok unveils AI-first video tools in ad creation strategy pivot

The new tools allow marketers to upload a product photo or enter a brief text description of the desired video ad. The company said that the popular video app’s AI tools will automatically generate a variety of five-second clips that can be used for advertising.

TikTok vows to boost the marketing ecosystem using generative AI

The new text- and image-to-video features are actually part of TikTok’s existing Symphony product, launched in 2024, to help brands assemble ads with the help of generative AI. The social media platform presented Symphony Digital Avatars, AI Dubbing for translations worldwide, and their Symphony Collective, making TikTok-first content that stands out.

According to TikTok, when brands embrace creative courage and try new things, they can connect directly with their community and encourage them to participate in the discussion. 

Interestingly, TikTok, whose parent company is Chinese tech ByteDance Ltd., already permits advertisers to use AI-enhanced spokespeople (avatars) to assist with marketing and selling their products on the video app.

In a statement, Andy Yang, who leads Creative Product at TikTok, stated that they want to help creators share their creativity with a worldwide audience using generative AI. Yang further stated that they aim to boost the creator economy by supporting creative ideas that inspire joy, imagination, and action.

Research shows that creating ads specifically for TikTok increases purchase intent by 37% and brand favorability by 38%. Additionally, 79% of TikTok users prefer brands that clearly understand how to tailor content to the platform.

An example of these TikTok users is TikTok creator O’Neil Thomas. He shared his view on the situation, mentioning that making content on TikTok has not only helped him keep his artistic spirit alive but has also allowed him to earn money worldwide.

According to Thomas, it is because of TikTok that he has had the chance to connect and work with well-known brands in a fun and creative manner. He emphasized that with the new tools that TikTok keeps adding, he can find even more ways to develop exciting ideas for his brand collaborations.

The announcement of TikTok’s new tools came alongside the Cannes Lions advertising festival, which is currently taking place this week in southern France. AI-made ads are poised to be a big theme at the conference.

Mark Zuckerberg calls ‘generative AI’ a game-changer in the advertising world 

In an interview, Zuckerberg shared his ideas about the future of advertising at Meta. He said businesses would soon come to them and tell them what they wanted to achieve. Zuckerberg highlighted that they would link their bank accounts and would not need any creative content or target specific groups. 

According to him, they will only need to understand the results they provide. Based on Zuckerberg’s argument, he believes this will be a game-changer and completely change how they think about advertising.

Following this, brands and agencies raised concerns about whether Amazon will take the same approach with its quickly expanding retail media business. A careful look at Amazon’s latest advertising changes shows a more detailed approach that combines automation with control for advertisers. 

Zuckerberg’s vision is a multimillion-dollar wager on artificial intelligence that stands to redefine the relationship between advertisers and the platforms that distribute their messages.

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