TikTok Announces New Generative AI Advertising Suite, TikTok Symphony

tiktok horn to represent new updates with tiktok logo
TikTok Symphony DDimaXX/Shutterstock RoseRodionova/Shutterstock ByteDance/Wikimedia Commons

Today, TikTok has announced a suite of new marketing tools. This includes creative AI tools, performance measurement tools, and enhancements to high-impact brand placements.

However, one of these generative AI tools, TikTok Symphony, looks like it could be replacing some creators’ work. Its features include AI script-writing and video production automation. Here’s what you need to know.

What is TikTok Symphony?

“TikTok Symphony” is arguably the biggest new feature to come out today. It is a Creative AI suite, which offers abilities like scriptwriting, video production, and asset optimization for creators and brands. 

“With Symphony, everything from writing a script to producing a video and optimizing assets is simple and efficient, fueling real results with a new paradigm of creativity,” TikTok said in a press release. “We are supercharging productivity to help brands create at scale.”

It’s unclear what role creators will play in helping along with this generative AI process. Last month, we heard whisperings that TikTok was developing AI tools that could replace creators in advertising.

What other new features is TikTok introducing?

Alongside TikTok Symphony, announced a new tool “TikTok One.” It is described as a “one-stop shop to access TikTok creators, production partners, and insights.” This will include access to the TikTok Creator Marketplace and TikTok Creative Challenge.

TikTok also announced that it’s introducing a performance automation tool powered by AI. When advertisers input details like budgets, creative assets and goals for a campaign, TikTok says this tool will use predictive AI and machine learning to maximize business outcomes. 

A new TikTok Shop marketing automation tool will reportedly work in an identical way, optimizing creative assets, bidding, budgeting, and ad management to maximize return on investment for the merchant. Meanwhile, a new tool called “Unified Lift” is supposed to offer a “comprehensive” view of an entire brand campaign on TikTok. 

TikTok also announced interactive add-ons (like pop-out elements and countdown stickers) for TopView, a special ad placement that is shown to users immediately upon opening TikTok. 

Lastly, TikTok debuted the ability to duet with “Branded Mission” videos. Branded Mission pretty much does what it says on the tin; inviting TikTok creators to duet on branded videos to further engagement. 

What’s next for TikTok?

“TikTok is entertainment that drives impact. With an audience of over 1 billion users, TikTok offers brands an opportunity to be innovative storytellers and connect with their communities in unique and creative ways,” Sofia Hernandez, Global Head of Business Marketing at TikTok, said in a statement.

Do these tools seem exciting? Of course. But the power wielded by AI-driven tools like the TikTok Symphony suite leaves us a little worried. If advertisers can use AI-powered tools to get the exact content they want, where does that leave creators? 

While AI tools are getting all the more impressive and precise, we can’t help but feel like tools like TikTok Symphony will take creators out of the equation entirely. 

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