WPP is expanding its partnership with TikTok, becoming what it said was the first advertising and marketing services company to integrate Symphony, TikTok’s suite of generative AI tools, into WPP Open, its AI-enabled marketing platform.
It’s not an exclusive arrangement but for now, WPP said the collaboration gives its teams early access to the social media company’s content-focused AI-driven tool set.
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According to WPP, key features include:
Symphony Digital Avatars so that clients can leverage licensed and consensual, AI-generated representations of real people to help scale and globalize branded content with a personalized, human feel and variety of gestures, expressions, nationalities, ages and languages
Symphony’s AI dubbing translation tool that produces multi-language content in a hyper-realistic style, supporting over 15 languages worldwide to expand reach and make their messages more impactful
Streamlined content creation through a video generator that provides advertisers with video-based product details and assets pulled directly from a product detail page URL
Rob Reilly, chief creative officer at WPP, said: “With TikTok’s Symphony Suite, we’re giving our creatives even more firepower to push boundaries and experiment for our clients. It’s about making creativity smarter, faster and more effective, blending the magic of the human touch with the power of AI to deliver killer results for the world’s biggest brands.”
WPP said client Danone will be using the tools in an upcoming campaign.
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