TikTok has announced updates to its marketing tools to improve the efficiency of advertising on the platform, and unsurprisingly, AI plays a central role.
The new AI-powered ad suite, “TikTok Symphony,” offers all the usual benefits of generative AI, including tools for scripting and video production.
The release of Symphony further ratchets up TikTok's social media battle to catch up with companies like Meta and Google, which are all-in on AI-enhanced advertising.
TikTok unveils new AI-powered ad suite
To support the app's nature of short-form video content, often produced by influencers, the company also unveiled TikTok One, a new hub that will serve as a central destination for advertisers to find the app's roughly 2 million creators and agency partners.
Earlier this year, the ByteDance-owned app shared information about the vast number of businesses it has supported through online shopping and educational content in a bid to circumvent the ban in the U.S. Some of this information was repeated at the summit, with three in five users (61%) making online purchases through the app and nearly half (52%) researching car features, highlighting TikTok's influential position in major purchasing decisions.
Alongside Symphony, TikTok is using machine learning to automate pairing brands with the right creative assets and audiences based on things like budget and desired outcomes.
The day before the company announced product updates at its 2024 TikTok World product summit, it launched its Changemakers program, recognizing the efforts of 50 creators and donating $1 million to more than 30 nonprofits.
Despite these advances, TikTok continues to face uncertainty in the U.S., and governments and agencies around the world continue to express similar concerns.
