TikTok is stepping up its game in the advertising world.
The social media giant is set to integrate generative AI into its advertising products, launching a suite of AI tools known as "TikTok Symphony".
These tools are designed to assist marketers with tasks such as script writing and video production.
The announcement was made at the TikTok World product summit. The company revealed that its "Symphony Creative Studio" uses machine learning to generate TikTok videos based on minor instructions from advertisers. It also offers ready-made videos that advertisers can use for their campaigns.
The AI "Assistant" in the suite is designed to enhance advertisers' campaigns by refining their scripts and offering recommendations on best practices. This includes highlighting current platform trends.
The suite also features an "Ads Manager Integration" to help brands optimise their existing TikTok videos. In addition, the company announced a new hub for its creative tools, "TikTok One", which allows brands to access nearly two million creators and gain insights from the TikTok Creator Marketplace and UGC platform TikTok Creative Challenge.
Building on last year's Smart Performance Campaign, TikTok also announced "Performance Automation". This feature uses AI to select the best creative asset to deliver the most effective campaign at the right time.
In line with this vision, TikTok announced "TikTok Shop Marketing Automation", which will provide automated bidding, budgeting, ad management, and creative for TikTok Shop products.
The company shared that 61% of users have made a purchase either directly on TikTok or after seeing an ad. It also revealed that 59% of users use TikTok to decide which game to download next and that 52% of users research cars because of TikTok content they have seen.
Despite potential challenges in the United States, TikTok is expanding its ad business. The company has stated it will fight a bill signed last month by President Joe Biden that could lead to a ban or sell-off of TikTok in the US.