TikTok is introducing a series of innovative advertising features powered by artificial intelligence, enabling marketers to generate video content using text prompts or still images.
Advertisers now have the capability to upload images of products or provide brief text descriptions to guide the type of video advertisement they wish to create. TikTok’s AI technology will then generate multiple five-second clips for use in advertising campaigns, as announced by the company on Monday.
This new functionality is part of TikTok’s Symphony product, launched in 2024, designed to assist brands in crafting ads through generative AI. The platform, which is a subsidiary of the Chinese tech giant ByteDance, already allows for the incorporation of AI-driven avatars, which serve as virtual spokespeople to promote products within the app.
The rise of AI-generated ads is notable, as more platforms, including TikTok and Meta Platforms Inc., look to decrease production costs. This strategy is particularly beneficial for small businesses, allowing them to allocate more budget towards advertising efforts. The announcement of TikTok’s new tools coincides with the Cannes Lions advertising festival taking place this week in southern France, where AI-generated advertising is expected to be a focal point of discussion.
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