At this year’s Cannes Lions International Festival of Creativity, TikTok is spotlighting a new chapter in creative empowerment, inviting brands, agencies, and creators to build the future of storytelling together. As the center of culture and creative breakthrough, TikTok is inviting brands to participate and evolving how ideas take shape, scale, and succeed. With TikTok's generative AI tools, we’re simplifying creativity and making it more efficient and effective so the entire ecosystem, from global brands to small businesses, can unlock business growth.

Today, we’re unveiling the next evolution of TikTok Symphony, our suite of generative AI tools designed to streamline creative production and spark bold new ideas. We're introducing new state-of-the-art generative AI tools - Image to Video, Text to Video, and Showcase Products - to make it easier than ever for marketers to unlock new creative potential and to create and optimize TikTok-first content.

We’re also expanding the reach of Symphony through new integrations with Adobe Express and  WPP Open, giving marketers and creators powerful, TikTok-first tools right where they work. Together, these innovations simplify content creation, amplify storytelling, and scale what’s creatively possible on TikTok.

“We’re entering a new era of creativity, one where ideas move at the speed of culture, and where AI doesn’t replace imagination but rather accelerates it,” said Andy Yang, Global Head of Creative and Brand Products. “With TikTok Symphony, we’re empowering a global community of marketers, brands, and creators to tell stories that resonate, scale, and drive impact on TikTok. By blending cutting-edge technology with human creativity, we’re building a new creative standard, one that’s more accessible, more agile, and more inspiring than ever before.”

@tiktoknewsroom

Introducing TikTok Symphony: our new Creative AI suite that blends human imagination with AI-powered efficiency to help marketers scale content development, creativity, and productivity on TikTok.

♬ original sound - TikTok Newsroom


Creativity Accelerated with TikTok Symphony

With Symphony Image to Video, we’re bringing static images to life - instantly turning product photos, mood boards, or brand assets into scroll-stopping branded content. Adding an image and short text prompt creates five-second, TikTok-first clips that can be stitched together to produce engaging ads that connect brands with their TikTok community. Image to Video is an easy, efficient and effective way for marketers to unlock new creative formats, generate multiple variations of existing on-brand content or bring a full product catalogue to life.


Now, with just a short and simple text prompt, Symphony Text to Video makes it easy for marketers to instantly bring an idea to life without the need for visuals, enabling advertisers to rapidly generate, test, and iterate concepts before full production begins. Text to Video is also a quick and easy way for marketers to create multiple campaign concepts, test a range of creative executions or customize content at scale.

With the launch of Symphony Showcase Products, we’re helping to put advertisers' products front-and-center by showcasing them with Symphony Digital Avatars. Whether they're selling a water bottle or promoting an app, Showcase Products helps brands bring a static product image to life with the addition of digital avatars to model them. Simply upload an image and select an avatar to create an engaging five-second TikTok-first video clip. There are three ways for marketers to showcase their products:

  • Holding products: Create videos with an avatar holding any product an advertiser wants to feature.
  • Clothing: Create a video with an avatar trying on and modeling an item of clothing.
  • App: Create videos with an avatar holding a phone showcasing the app of their choice.

To help advertisers build trust with their audiences, Symphony content is automatically labeled as AI-generated and goes through multiple rounds of safety review—from uploaded visuals or prompts to generated content.

Bringing TikTok Symphony to the Tools Marketers Use

To fuel the entire creative ecosystem, TikTok is committed to investing and building tools alongside our partners to allow brands to seamlessly bake TikTok-first strategies into their marketing campaigns. Today, we are expanding our partnership with Adobe to bring access to Symphony Image to Video directly within Adobe Express, Adobe’s go-to tool for social content creation and collaboration. With this update, Adobe is enabling brands, small business owners and creators alike to create TikTok-first content within the Adobe Express app on desktop, allowing their clients to breathe new life into existing brand content and embrace new creative formats.

We are also excited to introduce the integration of TikTok Symphony features into WPP Open, WPP’s AI-enabled marketing platform, helping WPP teams to create more AI-driven content strategies, transforming how global brands engage with TikTok’s community. Now, all WPP employees will have access to Symphony creative tools, including Symphony AI Dubbing, Generate & Remix videos and Symphony Digital Avatars, enabling them to easily scale content development, creativity, and productivity on TikTok.

"To realize our vision of creativity powered by technology that supercharges productivity and drives real results, we are continuing our commitment to the entire creative ecosystem. We are partnering with leaders in marketing content creation to bring the power of TikTok Symphony into more tools and solutions to unlock unparalleled return on creativity,” said Andy Yang, Global Head of Creative & Brand Products. “We're not just evolving the space - together we're redefining what's creatively possible."

“We’re committed to bringing our users today’s most innovative technologies so they can realize their creativity in a way that speaks to their audience. Introducing Symphony capabilities to Adobe Express users unleashes their potential, simplifying TikTok-first content generation while broadening their creative possibilities,” states Aubrey Cattell, VP Developer Platform & Partner Ecosystem at Adobe

“With TikTok's Symphony Suite, we're giving our creatives even more firepower to push boundaries and experiment for our clients. It’s about making creativity smarter, faster and more effective, blending the magic of the human touch with the power of AI to deliver killer results for the world’s biggest brands," states Rob Reilly, Chief Creative Officer at WPP.

Image to Video, Text to Video and Showcase Products will be available in TikTok Symphony Creative Studio to all global advertisers in the coming weeks. Learn more about our AI creative tools here.

This is just the start of our creative revolution as we continue to build, learn, and test with our brand and agency partners as well as our creator community to empower the whole ecosystem as innovative storytellers on TikTok.