At the TikTok World 2024 event, the popular short-form video platform unveiled Symphony Digital Avatars, an innovative tool that uses generative artificial intelligence to create customizable digital avatars in ads.
This technology enables brands and content creators to reach global audiences more effectively and authentically.
Customization and global connection
Symphony Digital Avatars offers two versions: stock avatars and custom avatars.
Stock avatars are based on actors from diverse backgrounds and are available for commercial use. Custom avatars, on the other hand, are designed to resemble a specific creator or brand spokesperson, and can speak multiple languages.
This allows brands to maintain their image and connect with foreign audiences without losing authenticity.
Breaking language barriers
A highlight of this tool is Symphony AI Dubbing, which allows dubbing content in more than 10 languages, including French, Spanish, Portuguese, German and Korean.
This feature is ideal for advertisers looking to expand their reach internationally. TikTok ensures that this tool can automatically transcribe, translate and produce dubbed videos, facilitating effective communication in different languages.
Digital marketing impact
Studies indicate that ads designed specifically for TikTok increase purchase intent by 37% and brand favorability by 38%.
In addition, 79% of TikTok users prefer brands that demonstrate an understanding of how to create content for the platform. This highlights the importance of tailoring advertising content to the preferences of TikTok users.
Andy Yang, Head of Creative Product at TikTok, says their goal is to empower creators and empower their creativity for a global audience through generative AI.
Symphony Digital Avatars opens up new opportunities for creators to collaborate with brands around the world." This technology not only seeks to remove language barriers, but also to give content a human touch when not using real models or presenters." - Andy Yang.
Success stories
In a demonstration, a customized digital avatar based on Adrienne Lahens, global head of content strategy and operations at TikTok, was unveiled.
Although the avatar has overly expressive movements, its appearance is natural enough to be convincing.
The implementation of Symphony Digital Avatars also has a significant impact on the creative economy.
By facilitating the creation of multilingual and accessible content, TikTok is helping creators reach a wider and more diversified audience.
This not only benefits individual creators, but also brands looking for new ways to connect with their customers.
TikTok's introduction of Symphony Digital Avatars marks a milestone in the evolution of digital marketing.
This technology not only facilitates the creation of more authentic and accessible content, but also breaks down language barriers, allowing brands and creators to connect with global audiences more effectively.
With tools like Symphony AI Dubbing and custom avatars, TikTok is empowering creators and revolutionizing the way brands communicate with their customers.
