TikTok Expands Symphony Ad Suite With Digital Avatars, AI Language Dubbing

Marking the first day of Cannes Lions, TikTok has introduced new additions to Symphony, its generative-AI ad suite, including customizable digital avatars for in-app promotions and automated dubbing for global translations.  

News first broke around TikTok’s development of digital avatars in April, with reports detailing the company’s plan to complement its current fleet of influencers with AI creators that use a script generated by a prompt response by an advertiser.

However, the avatars were reportedly not ready for live consumption due to low-ecommerce sales conversions compared to the human influencers.

Now, the ByteDance-owned company says the feature is set to launch, with its Symphony Digital Avatars available as either stock avatars or custom avatars.

The stock varietal, according to TikTok, are pre-built avatars created using paid actors from a diverse range of backgrounds, nationalities and languages who are licensed for commercial use. Whereas custom avatars are “crafted to represent a creator or brand spokesperson with multi-language abilities,” which TikTok believes will give creators and marketers “the control and power to scale their likeness and brand.”



“For creators, they can leverage their own likeness and construct multi-lingual avatars to expand their global reach and brand collaborations,” the company said in a recent statement, adding that brands can build their custom avatars with their brand IP, spokesperson or a partnered creator, while utilizing their automated language abilities to reach foreign audiences and expand global campaigns.

The multi-language automation is tied to TikTok’s Symphony AI Dubbing tool, which the company says can translate brand content into over 10 languages and dialects, including French, Spanish, Portuguese, German, Korean, Japanese and Turkish.

The tool works by detecting the original language in a video, then transcribing, translating and producing a dubbed video in the user’s selected languages. 

TikTok is also launching an advisory board around its Symphony offerings. The Symphony Collective is made up of brands like American Eagle, Wendy’s, the NBA; agencies like OMD, Tinuiti, Day One and Tool, and a list of popular creators who will provide feedback about TikTok’s AI marketing solutions in an open forum setting. 

The social media company has not yet provided pricing tiers for its new automated tools. 

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