TikTok introduces Symphony Digital Avatars, letting companies ‘breathe life’ into their branded content

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TikTok is introducing new generative AI tools for businesses and agencies as part of its Symphony suite of AI-powered ad solutions. The first is Digital Avatars, which brands can use to converse with followers and “breathe life” into their content marketing efforts. In addition, TikTok is rolling out a translation tool called Symphony AI Dubbing and launching an advisory board to help it understand the use of AI in creative marketing.

Is that TikTokker human or a bot?

“At TikTok, we aim to empower creators and propel their creativity to a global audience with the power of generative AI,” Andy Yang, TikTok’s head of creative product, says in a statement. “Symphony Digital Avatars unlock a new avenue for creators to scale their opportunities with brands globally. We aim to fuel the creator economy by investing in creative solutions that spark joy, imagination and action.”

Businesses can choose between two types of Digital Avatars: Stock or Custom. The former are pre-built avatars created using paid actors licensed for commercial use. TikTok claims Stock Avatars allow companies to “add a human touch to their content with quick and accessible global creators from a diverse range of backgrounds, nationalities, and languages.” However, with the latter, businesses can craft their own avatar to represent a creator or brand spokesperson with multi-language abilities from 30 different languages, such as Spanish, French, German, and Japanese.

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