TikTok is stepping deeper into the world of generative AI with the launch of its Symphony AI Avatars, a new tool designed to help brands and creators produce advertising and branded content more efficiently. Announced as part of its Symphony ad suite, the feature allows for the creation of digital human avatars that can be used in place of real people for video campaigns.
The new tool offers two primary types of avatars. “Stock Avatars” are built using licensed actors and are available for commercial use, providing businesses with a quick way to generate video content. More significantly, the platform also allows for the creation of “Custom Avators,” which are digital replicas of specific creators or brand representatives. This enables a creator to scale their brand partnerships by allowing their AI-generated likeness to appear in videos, speaking multiple languages to reach global audiences without requiring them to be physically present for every shoot.
According to TikTok, this technology is designed to lower production barriers and make it easier for brands to localize their marketing efforts. For example, a campaign featuring a creator’s avatar could be quickly adapted to speak Spanish, French, or Japanese, using AI to generate the appropriate dialogue and lip-syncing.
The move places TikTok in direct competition with specialized synthetic media platforms like Synthesia and HeyGen, which have gained traction in the corporate training and marketing sectors. By integrating this capability directly into its own advertising ecosystem, TikTok aims to provide a one-stop shop for brands looking to leverage AI in their campaigns. While the tool promises increased efficiency, it also opens up discussions around digital likeness rights and the evolving role of human talent in the creator economy.
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