TikTok Now Allows Users To Quickly Create AI Marketing Clips With Powerful New Tool
Symphony Creative Studio is powered by Getty Images.
By Sukhbir Cheema — 18 Nov 2024, 04:02 PM
TikTok has unveiled Symphony Creative Studio, a generative AI tool designed to craft bespoke marketing content
This tool is now available to all marketers on the platform, underscoring TikTok's commitment to leveraging artificial intelligence for creative and commercial endeavours.
A key element of this expansion is a newly inked partnership with Getty Images, granting TikTok's AI tool access to Getty’s extensive library of licensed photos and videos.
This integration allows brands to generate personalised ads, including AI-created characters resembling real individuals.
The financial terms of the collaboration remain undisclosed, but the deal is poised to enrich TikTok's capabilities in producing engaging, high-quality marketing assets
TikTok head of creative product monetisation, Andy Yang, highlighted the broader vision: "We aim to empower advertisers and help them connect with their communities with the power of generative AI."
This development aligns with a broader industry trend where tech giants like Amazon, Meta, and Google are racing to integrate AI into their advertising platforms.
Since the rise of generative AI, spurred by OpenAI's ChatGPT in late 2022, marketers have been eager to harness its ability to rapidly produce videos, imagery, and text using simple prompts.
Getty Images senior vice president of global strategic partnerships Peter Orlowsky acknowledged the growing demand for authentic storytelling in advertising
"With the surge in demand for authentic storytelling in advertising, the need for captivating, high‑quality content to convey these stories effectively to audiences has never been greater," he said in the joint press release with TikTok.
While advertisers on TikTok might be excited by this news, many artists, photographers and authors argue that their work is being utilised without proper consent or compensation.
Publications such as The New York Times have even initiated legal action to protect their content, while others have chosen to enter licensing agreements.
