TikTok is rolling out new generative AI tools that will allow brands to create unique video content based on just their product images or short text prompts.
The new tools are a new part of the social platform’s Symphony suite, a collection of AI tools aimed at brands and content creators. Along with the existing Symphony suite features, TikTok introduced image-to-video and text-to-video options that allow you to create 5-second branded clips and a new Showcase Products feature.
The text-to-video and image-to-video features are built directly into TikTok, but are also being integrated with Adobe Express and WPP Open.
The Showcase Products feature is built into the TikTok app and lets you create lifelike videos featuring AI avatars that can hold products, demo apps, or model clothing. All it takes to create one is a visual of the product and a brief description.
Why Does This Matter
These new tools give brands the flexibility to create short but detailed marketing materials that would typically require an entire team and a sizable marketing budget to create. By integrating with other platforms, TikTok is giving brands more than just new ways to market on their platform – they are giving brands freedom to create for anywhere their brand needs.
Extra Details
TikTok says that all videos created with its AI tools will be clearly labeled and go through several rounds of reviews to ensure that unsafe or inappropriate materials are not being created.
Notably, these tools were released right as TikTok was facing a June 19th deadline to sell or divest from parent company ByteDance or be banned from the United States. However, President Trump extended the deadline by 90 days, giving the company more time to find a buyer.