TikTok Unveils AI-Powered Marketing Tool in Partnership with Getty Images
TikTok has launched a new artificial intelligence tool, Symphony Creative Studio, aimed at helping marketers create engaging marketing clips. This initiative, announced on November 17, 2024, allows all advertisers on the platform to utilize AI technology to generate ads that incorporate images and videos from Getty Images. The collaboration signifies TikTok's commitment to enhancing its offerings for advertisers and content creators, enabling them to connect more effectively with their audiences.
The integration of Getty's extensive stock of images and videos into TikTok's platform will empower brands to produce ads featuring AI-generated characters that resemble real people. Andy Yang, TikTok’s head of creative monetization, emphasized the goal of this tool: to leverage generative AI to foster connections between advertisers and their communities. This move aligns with a broader trend in the advertising industry, where major players like Amazon, Google, and Meta have also introduced AI-driven tools to streamline ad creation.
Peter Orlowski, senior vice president of global strategic partnerships at Getty, noted the increasing demand for original storytelling in advertising, highlighting the necessity for high-quality content to engage audiences effectively. However, the rise of generative AI has sparked controversy, as many content creators and artists express concerns over their work being used without consent or compensation. Legal actions, including lawsuits from publications like The New York Times, have emerged as a response to these issues, while some organizations have opted for licensing agreements to protect their content.
