TikTok turns to generative AI to boost its advertising business

TikTok is the latest technology company to incorporate generative AI into its advertising business, as the company announced Tuesday that it will launch a new “TikTok Symphony” AI suite for brands. The tools will help marketers write scripts, produce videos, and improve current assets.

The suite includes a new AI video generator called “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.

Image credits: Tik Tok

The new “Symphony Assistant” is an AI assistant designed to help advertisers improve their campaigns by helping them generate and refine scripts and provide 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 current trends on TikTok or 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 their current videos. The tool can be used to enhance videos a brand has already created to make them stand out more.

Image credits: Tik Tok

Additionally, TikTok is launching a one-stop destination for marketers called “TikTok One,” where they will be able to access nearly two million creators, discover agency partners, and take advantage of TikTok’s creative tools.

TikTok is also introducing new performance solutions with the help of predictive AI to help advertisers generate more sales. Advertisers will be able to enter their budgets and goals to determine the best creative asset and the right audience for their campaign.

As part of the announcement, the company revealed that 61% of users made a purchase 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 have seen.

While TikTok is finding success with its advertising business and developing it as it seeks more advertising dollars, the company faces a potential hurdle in the coming year. The fate of the app’s future in the United States is uncertain, as President Joe Biden signed a bill last month 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 have the potential to gain traction in its vast absence.

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