TikTok is the latest tech company to incorporate genetic artificial intelligence into its ads, as the company announced on Tuesday that it is launching a new ‘TikTok Symphony’ AI suite for brands. The tools will help marketers write scripts, produce videos and enhance their current assets.
The suite includes a new AI video creator called “Symphony Creative Studio”. The tool can create 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 data or product information.
The new “Symphony Assistant” is an AI assistant designed to help advertisers improve their campaigns by helping them create and refine scripts and providing best practice recommendations.
For example, brands can ask the assistant to write some attention-grabbing lines for the launch of their new lipstick. They can also ask the assistant to show them what’s currently trending on TikTok or generate some ideas for promoting a new product in a certain 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 highlight videos that a brand has already created to make it stand out more.
In addition, TikTok is launching a central destination for marketers called “TikTok One,” where they can access nearly two million creators, discover agency partners, and leverage TikTok’s creative tools.
TikTok is also introducing new attribution solutions with the help of predictive artificial intelligence to help advertisers increase sales. Advertisers will be able to enter their budgets and goals to determine the best creative and the right audience for their campaign.
As part of the announcement, the company revealed that 61% of users made a purchase either directly on TikTok or after seeing an ad. TikTok also said that 59% of users use TikTok to decide which game to download next, and that 52% of users even research cars because of the TikTok content they’ve seen.
While TikTok has seen success with its ad business and is growing it as it chases more ad dollars, the company faces a potential roadblock next year. The fate of the app’s future in the US is uncertain as President Joe Biden last month signed a bill that would ban TikTok if its parent company ByteDance does not sell the app. If the app is banned in the US, other tech companies and startups may be able to gain ground by its absence.
