TikTok is scaling up its AI ambitions with new additions to its Symphony suite of generative tools, aimed at helping brands produce content faster – and with less effort. The company made the announcement during Cannes Lions 2025, as part of its growing push to integrate AI into short-form video advertising.
As reported by Marketing Dive, the update includes tools like Image to Video, which turns static product shots into five-second clips designed for TikTok, and Text to Video, which can generate video content from a simple written prompt. Another new feature, Showcase Products, lets digital avatars hold or demonstrate items in-app, whether it’s clothing, apps, or packaged goods.
Making AI More Accessible for Marketers
TikTok isn’t doing this alone. It’s expanding its partnerships with Adobe and WPP to make Symphony more accessible to both agencies and creators. Image to Video is now available directly through Adobe Express, letting social teams turn product shots into TikTok-ready videos without leaving the platform.
Meanwhile, WPP is the first agency holding group to integrate Symphony into its own AI operating system, WPP Open. The move is part of WPP’s broader $400 million annual commitment to AI, data, and tech. Danone is already onboard as a launch partner, applying the tools to its plant-based Alpro brand in Europe.
“With TikTok’s Symphony Suite, we’re giving our creatives even more firepower to push boundaries and experiment for our clients,” said Rob Reilly, WPP’s chief creative officer, in a statement shared during Cannes.
Smarter Tools, Shorter Timelines
The new Symphony features reflect how AI is being used to speed up content production without adding more strain on creative teams. Marketers can now go from idea to execution in a matter of minutes using just a photo or a line of copy. The goal: more dynamic ads, optimized for TikTok’s fast-paced, visual-first format.
TikTok is also making these AI experiences more global. As noted by Marketing Dive, the platform is rolling out new dubbing and translation tools across 15+ languages and emphasizing transparency by labeling all Symphony-generated content as AI-made. Every piece goes through safety reviews before it hits users’ feeds.
Why It Matters for Agencies
For agency partners like WPP – who’ve faced client losses and shrinking budgets – the Symphony integration is more than a creative upgrade. It’s a business play. Being able to personalize content at scale using licensed digital avatars gives agencies a competitive edge, especially as brands demand more content tailored to diverse audiences.
And it comes at a time when TikTok is not the only platform moving fast on AI. Meta recently launched its own set of generative ad tools, including video creation and performance automation, creating new pressure for TikTok to stay ahead in the AI arms race.
What’s Next
TikTok is positioning Symphony as a foundation for future campaigns – not just one-off creative experiments. With deeper integrations across tools and agency ecosystems, the platform is betting that scalable, AI-powered content is now the norm.
Whether it’s speeding up production timelines or experimenting with avatars that can model dresses and demo apps, TikTok’s latest move shows that AI isn’t just about automation – it’s about redefining how ads get made on one of the world’s most influential platforms.
