TikTok is the latest tech company to incorporate generative AI into its ads business, as the company announced that it’s launching a new “TikTok Symphony” AI suite for brands. The tools will help marketers write scripts, produce videos and enhance current assets. The suite includes a new AI video generator called the Symphony Creative Studio. The tool can generate TikTok-ready videos with just a few inputs from an advertiser, the company claims. 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 that is designed to help advertisers enhance their campaigns by helping them generate and refine scripts, and provide recommendations on best practices.

For instance, brands can ask the assistant to write a few attention-grabbing lines for their new lipstick launch. They can also ask the assistant to show them what’s currently trending on TikTok or to generate some ideas for promoting a new product in a specific industry. TikTok’s new “Symphony Ads Manager Integration” can help brands automatically fix and optimize a brand’s current videos. The tool can be used to spruce up videos that a brand has already created to make it stand out more.

It remains to be seen how successful this new tool from TikTok will resonate with advertisers. On one hand, it makes it more convenient and easier to create content for your brand. On the other, just how dependable and in-line with the vision you want to get across is unknown. What is certain though is that the expansion of AI in advertising is moving rapidly and we can expect more platforms to follow TikTok’s lead here.

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