San Francisco (awp/afp) – TikTok on Thursday opened an artificial intelligence (AI) tool to all advertisers to generate advertising clips, becoming the latest platform to offer this time-saving technology for advertising agencies. marketing.
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.
This type of tool has been eagerly awaited since generative AI took off with the release of ChatGPT at the end of 2022: the technology 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.
In its press release, TikTok highlights data showing that marketing 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 minutes .
Thanks to Getty’s images powered by AI, advertisers “can easily create ads and content that will appear similar to other clips on the platform (created by humans, editor’s note) and will thus integrate seamlessly into the feed of videos” that users see, assures Getty in its own press release.
The explosion of generative AI arouses the enthusiasm of many companies and individuals, but also the apprehension or anger of many authors and artists. For them, new technology plunders their work without agreement or remuneration, and threatens to replace them.
News titles like the New York Times have filed suit, while several organizations have chosen to sign contracts with technology companies to market their licensed content, including Getty.
The photo agency also launched its own generative AI tool in September 2023, to produce images from its photograph archives.
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