TikTok turns to generative AI to boost its ad business

TikTok is the latest technology company to incorporate generative AI into its advertising business, 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 current assets.

The package 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 provides brands with ready-to-use videos for advertising campaigns based on their TikTok Ads Manager assets or product information.

The new “Symphony Assistant” is an AI assistant designed to help advertisers improve their campaigns by helping them generate and refine scripts and provide recommendations on best practices.

For example, brands can ask the assistant to write some lines that draw attention to the launch of their new lipstick. 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 correct and optimize a brand’s current videos. The tool can be used to beautify videos that a brand has already created to stand out even more.

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 leverage TikTok’s creative tools.

TikTok is also introducing new performance solutions with the help of predictive AI to help advertisers drive more sales. Advertisers will be able to input their budgets and goals to determine the best creative asset and 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 expanding it as it seeks more ad dollars, the company faces a potential roadblock next year. The fate of the app’s future in the US is uncertain, according to President Joe Biden signed a bill last month this would ban TikTok if its parent company, ByteDance, doesn’t sell the app. If the app is banned in the US, other technology companies and startups could have the potential to gain ground in its absence.