TikTok is expanding its push into AI-generated advertising, offering new tools that allow brands to produce short promotional videos with ease. With just a product image or a simple text prompt, advertisers can now generate five-second videos featuring AI avatars. These digital characters are designed to replicate real influencers modelling clothes, showcasing products, or even holding smartphones, all without hiring a human. The videos maintain TikTok’s dynamic, short-form style that appeals to its global audience.
The company rolled out these features as part of its broader Symphony AI suite, which combines creative generation tools with audience insights. TikTok’s goal is to give businesses a faster and cheaper way to produce content that still looks polished and engaging. At this year’s Cannes Lions festival, the company also introduced new integrations with design platforms like Adobe Express and WPP Open. These updates make it easier for marketing teams to create tailored content for different audiences, in different languages, across multiple regions.
To address growing concerns over transparency, TikTok says it clearly labels all AI-generated content and screens it for safety before they are posted. Still, some creators are expressing concern that AI avatars could eventually replace real influencers. While this may help brands cut costs, it also risks displacing the human voices and personal connections that make influencer marketing effective.
Despite these concerns, many creators themselves are already using AI tools behind the scenes. From video editing to managing brand deals, AI is helping them stay competitive in a digital landscape that is becoming more automated by the day. For TikTok, the emphasis seems to be on balance, offering brands scale and speed while maintaining creative integrity.
The platform’s AI strategy is also about expanding its influence beyond just entertainment. With features like Insight Spotlight, Content Suite, and Smart+, TikTok is positioning itself as a serious contender in performance marketing. It is no longer just a place to watch dance videos or memes; it is becoming a full-fledged tool for businesses looking to connect with audiences through intelligent, data-informed advertising.
