Creativity and AI are colliding in a big way as TikTok expands its Symphony suite of generative tools, bringing powerful new capabilities to global advertising giant WPP. Announced during the 2025 Cannes Lions Festival, this rollout marks a major step forward in how digital-first brands create, localize, and scale content across TikTok’s massive platform.

Symphony now includes tools that turn static images and simple text into TikTok-ready video ads, unlocking rapid-fire content production for marketers stretched thin by shrinking budgets and rising demands. The Image to Video and Text to Video features allow brands to generate five-second promotional clips instantly — perfectly tailored for TikTok’s short-form, high-impact format.

Showcase Products introduces digital avatars into the mix, letting virtual models pose with items like clothing or tech gadgets, effectively simulating influencer-style content without the overhead. These avatars can also demonstrate apps, carry branded items, or model outfits — all while maintaining brand control and consistency.

Through a deepened partnership with WPP and Adobe, TikTok is putting these AI tools into the hands of more creative teams. WPP is the first major ad holding company to integrate Symphony into its AI-powered Open operating system, a move that could help it reclaim momentum after recent client losses. Danone, promoting its Alpro brand, is one of the first to deploy these features across European markets.

Rob Reilly, WPP’s Chief Creative Officer, emphasized the power of the tools: “With TikTok’s Symphony Suite, we’re giving our creatives even more firepower to push boundaries and experiment for our clients.”

Improved dubbing and translation features now support 15+ languages, making global campaigns easier to deploy at scale. WPP’s clients will also gain access to licensed digital avatars — fully approved, realistic representations of real people — helping brands personalize content without relying solely on live influencers.

Symphony content will be clearly labeled as AI-generated, with safety and ethics reviews baked into TikTok’s production pipeline. Although early AI video tools were criticized for awkward, unrealistic avatars, newer versions offer smoother motion, natural speech, and improved viewer trust.

This move reflects a larger industry shift. Meta, TikTok’s biggest rival in the U.S., is also investing heavily in AI-driven marketing tools — putting pressure on agencies to adapt or fall behind.

Read the full report at Marketing Dive.