TikTok to Feature AI-Generated Avatars in Ads

TikTok is set to enhance its Symphony ad suite by incorporating AI-generated avatars of popular creators and stock actors. This move aims to help organizations and content creators grow their global audiences with customizable digital avatars and language dubbing features.

Introducing Symphony Digital Avatars

The new Symphony Digital Avatars come in two types: stock and custom. Stock avatars are created using paid actors from diverse backgrounds, nationalities, and languages, making them suitable for commercial use. On the other hand, custom avatars are designed to resemble specific creators or brand spokespersons, enabling them to communicate in multiple languages and reach international audiences while maintaining a familiar likeness. All videos featuring these avatars will carry an “AI-generated” label to ensure transparency.

Symphony AI Dubbing

Symphony AI Dubbing, a global translation tool, complements these avatars. It allows creators and marketers to dub their content into over ten languages, including French, Spanish, Portuguese, German, and Korean. The tool automatically detects the language spoken in videos, then transcribes, translates, and produces dubbed videos in the selected language. This feature aims to break down language barriers in marketing, allowing brands to add a human touch to their content where real models or presenters might not be used.

Precedents and Implications

The use of multilingual avatars is not new; prominent creators like MrBeast have utilized similar techniques on platforms like YouTube to expand their reach. However, the introduction of these tools by TikTok signifies a broader application within the advertising industry. TikTok has yet to disclose the pricing structure for these AI marketing tools.

A demonstration video featuring a custom digital avatar based on Adrienne Lahens, TikTok’s global head of content strategy and operations, shows a slightly uncanny but convincingly natural representation. Despite this, creators will need to trust that the dubbing tools are accurate enough to avoid mistranslation blunders.

Concerns and Control

While the new features offer exciting possibilities for global content distribution, they also raise concerns. Last year’s Hollywood actors’ strike highlighted fears about AI-generated replicas of their likenesses. TikTok addresses this by giving creators control over the use of their likeness, including setting their rates, licensing, and deciding who can use their avatar.

Expanding Marketing Reach

The AI Dubbing tool is set to expand creators’ and brands’ ability to communicate with global audiences by translating content into ten different languages. This feature detects the language in a video, transcribes, translates, and produces a dubbed version in the preferred language, enhancing cross-cultural communication and engagement.

Impact on E-commerce

The launch of these tools is timely, as TikTok recently reported that 61% of its users have made a purchase either directly on the platform or after seeing an ad. By enabling more personalized and localized advertising, these AI tools are poised to significantly impact how brands interact with their audience on TikTok.

Symphony Ad Suite

These new features will be integrated into TikTok Symphony, the company’s generative AI-powered suite of ad solutions launched in May. Symphony includes tools designed to help marketers write scripts, produce videos, and enhance current assets, further streamlining the content creation process.

In conclusion, TikTok’s integration of AI-generated avatars and dubbing tools into its Symphony ad suite represents a significant advancement in digital marketing, offering creators and brands innovative ways to engage with a global audience.