Artificial intelligence (AI) continues its resounding foray into advertising. TikTok on Thursday opened an AI tool to all advertisers to generate advertising clips, becoming the latest platform to offer this time-saving technology for advertising agencies.
The entertaining short video app further announced a partnership with Getty Images. Brands will be able to use Getty’s licensed images and videos to create AI-generated ads, including avatars that look like real people.
Automated clip creation tools have become legion
This type of tool has been eagerly awaited since generative AI took off with the release of ChatGPT at the end of 2022: the technique makes it possible to produce all kinds of content, upon simple query in everyday language.
After text and images, video generation has gained a lot in quality this year. Online advertising giants Google, Meta (Facebook, Instagram) and Amazon launched tools for automated advertising clip creation last month.
Clips created easily
In its press release, TikTok highlights data showing that advertising campaigns are more effective when their content is renewed twice a week. “But maintaining this level of creativity can be difficult, especially for advertisers with limited resources,” notes the company, a subsidiary of Chinese giant ByteDance.
Called “Symphony Creative Studio,” TikTok’s tool can generate a video from a product description, add an AI avatar to comment on that product, and even incorporate dubbing into different languages, all in just minutes .
With Getty’s AI-powered images, advertisers “can easily create ads and content that will appear similar to other clips on the platform [créés par des humains, ndlr] and will thus integrate perfectly into the stream of videos that users see, assures Getty in its own press release.
