TikTok Launches An AI Video Generator For Advertisers, While Perplexity Brings Ads Into Answers

Artificial intelligence (AI) and generative artificial intelligence (GenAI) technologies have helped businesses streamline, automate and optimize their routine and repetitive processes.

This has resulted in quicker turnaround times, reduced costs and boosted productivity among other benefits.

On the other end of the spectrum, generative AI technology has also enhanced creative industries, acting as a blessing for marketing teams around the world.

Building on this sentiment, ByteDance’s TikTok has announced a new platform to help businesses improve their advertisements, from creation to delivery.

TikTok’s Symphony Creative Studio is now available to all advertisers and users logged into their TikTok for Business accounts, as per a blog post published by the company.

“Creativity is at the heart of TikTok for both users and advertisers alike,” reads the blog post.

The blog further cites a study that creativity is a key driver of advertising effectiveness, accounting for almost 49% of incremental sales, while “regularly refreshing ad creative is one of the most reliable ways to increase ad performance.”

However, this presents a challenge to marketers with limited time and resources. This is where TikTok’s Symphony Creative Studio steps in.

It helps advertisers simplify and quicken the entire process, from ideation to production.

This AI-powered video generation platform enables businesses to generate videos with minimal effort. The platform enables users to turn their product information or a URL into a video, add digital avatars, and translate or dub videos.

The platform’s features enable businesses to

Generate TikTok-ready videos in minutes, picking from a wide range of video options, layouts, and scripts. The videos draw inspiration from TikTok’s top-performing content and leverage commercially available assets, including videos, images, sounds, and avatars, from partners such as Billo and Getty Images.
Create AI-driven avatars of real people using Symphony Digital Avatars. These avatars offer a variety of gestures, expressions, voices, nationalities, ages, and languages that can be personalized. Users are presented with the choice of using stock avatars (which can speak over 30 languages) or custom avatars (which can be tailored to their personal requirements).
Businesses can even create custom avatars of their brand IP, spokesperson, or partner through three simple steps. Verifying their identity and gaining consent, uploading two sets of videos for training, and managing access to ensure the avatars are used by authorized personnel only.
Translating and dubbing the original voiceover into multiple languages. Furthermore, this can be enhanced by adding lip-syncing to match the on-screen mouth movements. This also comes with the option to add music, assets, stickers, effects, transitions, and subtitles to videos.
Symphony Creative Studio also offers Your Daily Video Generations, which enables daily, auto-generated video options tailored to the brand, based on past activity and top-performing content.

Ahead of this, the company said it’s working to bring more features soon, which includes adjusting existing videos and commercials, as well as simplifying the ideation process.

TechDogs-"A GIF Depicting The Use Of TikTok’s Symphony Creative Studio"

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On the other hand, while TikTok is bringing AI to advertisers, Perplexity is bringing advertisers to AI.

In a blog post published on its website, the AI chatbot company revealed that it will soon begin experimenting with ads on its platform, in responses generated to user questions.

Ads in the conversations will be marked as “sponsored”, where answers to Sponsored Questions will be generated by Perplexity itself and not by the brands sponsoring the questions.

“We intentionally chose these formats because it integrates advertising in a way that still protects the utility, accuracy, and objectivity of answers.”

So far, Perplexity has partnered with brands such as Indeed, Whole Foods Market, Universal McCann, PMG, and more. However, the deployment of this service will be restricted to users in the United States at first.

The move comes as Perplexity builds towards an innovative but robust and self-sustaining business model. At the same time, the AI company clarified that answers on the platform will not be influenced by advertisers and users will still be able to enjoy an efficient, uncluttered, and unbiased search experience on the platform.

TechDogs-"An Image Showing What The Sponsored Ads On Perplexity Would Look Like"

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Are you keen to use TikTok’s Symphony Creative Studio for your business? What do you think of Perplexity’s move to incorporate ads into the answers?

Let us know in the comments below!

First published on Fri, Nov 15, 2024

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Emerging Technology Artificial Intelligence AI Generative Artificial Intelligence Generative AI GenAI Video TikTok TikTok For Business ByteDance Symphony Creative Studio Advertiser Perplexity Chatbot

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