TikTok launched its AI-powered ad creation tool, Symphony Creative Studio, to all marketers globally, enabling them to generate promotional content directly on the platform. Through a partnership with Getty Images, brands can now access Getty’s extensive library of licensed images and videos for crafting AI-generated advertisements, some of which can feature characters that resemble real people.
The financial details of the agreement between TikTok and Getty Images were not disclosed. However, the collaboration marks a significant expansion of TikTok’s tools for advertisers, reinforcing its focus on enhancing brand engagement through generative AI.
Generative AI has gained widespread interest in the advertising industry, particularly since OpenAI’s ChatGPT launched in 2022. This technology allows for the swift creation of images, videos, and written content, offering new ways to personalize ad campaigns. However, questions remain about how companies can sustainably monetize this technology.
TikTok’s move follows recent similar initiatives by major tech companies. Last month, Amazon, Google, and Meta rolled out AI tools designed to support ad creation on their platforms.
Peter Orlowsky, Getty Images’ senior vice president of global strategic partnerships, highlighted the importance of high-quality, captivating content in advertising, emphasising the role of AI in meeting the demand for engaging, authentic storytelling.
The rise of generative AI, however, has stirred controversy among authors, artists, and other creators who argue that their work is used to train these models without compensation. In response, some news outlets, including the New York Times, have filed lawsuits to protect their content, while others have chosen to make licensing deals.
