TikTok recently launched “Symphony Creative Studio”, an artificial intelligence tool for advertisers to generate advertising clips in an automated manner. This platform allows you to create videos from product descriptions, add AI avatars to comment on these products and incorporate dubbing in different languages, all in just a few minutes.
To enhance its tool, TikTok has partnered with Getty Images, providing advertisers with access to a vast library of licensed images and videos. This collaboration aims to facilitate the creation of advertising content that integrates harmoniously into the platform’s video feed, resembling clips created by users.
This initiative is part of a broader trend where large online platforms, such as Google, Meta (Facebook, Instagram) and Amazon, are integrating generative AI tools to automate the creation of advertising content. These technologies allow advertisers to frequently refresh their content, thus meeting users’ growing demand for more varied and engaging advertising.
What do other social networks offer?
Other social networks also integrate artificial intelligence tools to improve and automate the creation of advertising content. Here’s a look at what some of the major social networks are doing:
Meta (Facebook and Instagram)
Meta launched AI Sandbox for advertisers, which uses AI to create varied versions of ads by changing text, images or videos in an automated way. AI helps adjust advertising content based on user preferences. For example, an ad may vary based on language, region, or even user interests. This tool also makes it possible to identify the best formats and placements for their advertisements, maximizing their impact and return on investment.
Google (YouTube)
Google has launched an AI campaign called “Performance Max” which allows advertisers to generate multi-format advertisements (images, text, videos) on all its platforms, including YouTube, using AI. Videos are based on images and text provided by advertisers, making video advertising accessible even to small businesses. Campaigns can be optimized in real time to find the most relevant audiences and maximize conversions.
Snapchat
Snapchat has integrated a version of ChatGPT “My AI” to allow users to interact with an AI, but advertisers can also use this feature to improve their campaigns by offering suggestions for content and formats.
Snapchat’s AI helps create ads that change based on products in stock, user preferences, and recent purchasing behavior. Augmented reality (AR) filters are also offered that use AI to integrate visual effects into interactive ads, making them more engaging and entertaining.
LinkedIn
LinkedIn uses AI to generate dynamic ads that adapt to users’ profile information, like their photo or company name. “Dynamic Ads and Content Suggestions” provides AI-powered content suggestions to help advertisers choose the most popular and engaging topics with their target audience. Using AI, LinkedIn campaigns can be optimized to better target professionals and improve engagement rates.
Pinterest
Pinterest uses AI, through Pin Extensions, to generate product recommendations based on users’ interests, allowing advertisers to promote their products in a more targeted way. This tool creates ad videos from static content, allowing brands to turn their Pins into animated ads. AI allows users to search for products by scanning images, which can be used by advertisers to target users with specific visual interests.
In summary, each social network adopts AI in different ways, but all aim to automate, personalize and optimize ads to better suit users and improve ad campaign performance.
The end of digital agencies?
Everyone will tell you that these tools save time. But what’s the point of saving time if your customers refuse to pay for AI creations? In the very short term, what will be the business model of digital agencies?
Carlos Diaz, a French entrepreneur from Silicon Valley, made this observation in one of his latest posts: “What makes this period so special is the feeling of being both actors and spectators of our own obsolescence. The Valley lives in a sort of dilated present, where each innovation seems simultaneously revolutionary and already outdated. We are perhaps the last generation to know the world “before” and the first to glimpse the world “after”. »
To meditate!
