TikTok is introducing digital avatars that speak multiple languages. This innovative approach aims to make marketing messages more region-specific and cost-effective compared to hiring local influencers or actors.
TikTok unveiled its new tool, TikTok Symphony AI, at the end of May, but it wasn’t until late June that more details and capabilities were showcased. Symphony AI, a suite of functions primarily designed for advertising, promises to boost revenues for TikTok, brands, and influencers using it. This is likely to be a significant development in the digital advertising landscape.
According to its developers, TikTok Symphony offers brands “unprecedented possibilities for creating, optimizing, and maximizing the impact of their campaigns.” Described as a “powerful AI video generator,” it allows advertisers to easily create captivating content by inputting basic data and leveraging AI to produce high-quality videos tailored to their goals. This tool aims to enable brands to establish closer connections with audiences, whether promoting a product launch or leveraging popular trends to enhance brand recognition.
Language Barriers Eliminated: Avatars Tailored to Every Region
The Symphony Digital Avatars feature is central to capturing audiences’ hearts—and wallets. This tool allows creators to use digital avatars based on the likeness of paid actors from diverse backgrounds. Custom avatars can also be created to resemble a specific creator or brand representative. Both versions of these avatars speak multiple languages, enabling accounts to reach international audiences while maintaining product consistency and addressing regional differences. These AI-generated videos will be labelled as such.
Another noteworthy addition is Symphony AI Dubbing, which adds appropriate language dubbing to videos. Languages available include Thai, English, Spanish, French, German, Korean, Portuguese, Japanese, Vietnamese, and Indonesian.
“Creating an avatar, whether from our paid portfolio or a custom one, will always be cheaper than hiring a real actor. Plus, brands can change the main script as needed to suit local communities, making slightly different messages for customers in the USA or Asia, and generating these in various forms will take a fraction of the time it would take an actor to learn their lines,”
explains Piotr Mastalerz, PPC specialist at ZnajdźReklamę.pl, a company offering comprehensive advertising campaign services.
TikTok, one of the world’s most popular apps, especially among young people, boasts around 170 million users in the US and about 150 million in Europe, including over 10 million in Poland. Its algorithm excellently personalizes content, providing a powerful advertising channel, especially for younger generations. Trends originating on TikTok often spill over to other platforms and can reach older internet users as well.
TikTok as the Ultimate Guide and Reviewer
Beyond this, TikTok is launching a centralized platform for marketers called “TikTok One,” offering access to nearly two million creators. Additional AI tools will help advertisers increase sales by optimizing budgets and targeting the right audience. According to TikTok, 61% of users have made purchases directly through the app or after seeing an ad on it. The platform also plays a significant role in product searches, particularly for video games, cosmetics, clothing, and even cars.
“TikTok currently plays a key role in many purchasing decisions. For many, it acts as a shopping guide where they discover brands and products, especially in the fashion and cosmetics industries. Online sellers involving popular creators in their campaigns are crucial to their business strategies. With cheaper avatars available, they can focus even more on the power of their message,”
adds Mastalerz.
TikTok Faces Potential U.S. Ban
However, TikTok’s aggressive expansion is met with resistance from some governments considering banning the app. The U.S. could play a pivotal role, with President Joe Biden recently signing legislation to block TikTok unless its parent company, ByteDance, sells the app. The concern is to prevent U.S. citizens’ data from being processed by the Chinese government. If banned in the U.S., other countries might follow, potentially benefiting other tech companies and startups.
Google, for instance, is not idle. It plans to enhance AI-based solutions for promoting brand identity and generating creative content. One example is improving “virtual fitting rooms” in the clothing category, where AI will better suggest the best-fitting sizes. Short video introductions for products will also be available.
Additionally, when users search for a specific brand, Google will create a visual profile consisting of a collage of images, videos, and other information the brand has uploaded to the search engine.
“There is no doubt that the AI solution race is just beginning. Brands and producers must stay ahead of the curve, distinguishing themselves with creativity and tailoring messages to the narrowest groups. AI-related solutions must be a part of their advertising strategy,”
emphasizes the expert from ZnajdźReklamę.pl.
TikTok Symphony AI represents a significant leap in digital advertising, promising to reshape how brands connect with global audiences. As AI continues to evolve, marketers must adapt to stay competitive in this rapidly changing landscape.