TikTok is poised to revolutionize digital advertising by introducing AI-powered "digital avatars" as part of its expanded Symphony ad suite. These avatars provide brands with a novel approach to advertising their products globally in various languages and regions.
An Era of Advertising Renewal
TikTok unveiled new features on June 17, introducing "stock avatars" and an "AI dubbing" function. These innovations empower brands to effortlessly produce localized content. The stock avatars are created using video material of actual, compensated actors, authorized for commercial purposes. Brands have the option to choose an AI-driven voice and accent for script narration, which is subsequently dubbed onto the avatars. This functionality facilitates smooth translation and localization, guaranteeing that advertisements connect effectively with an international viewership.
Capabilities in Multiple Languages.
With support for ten languages and dialects such as English, Spanish, Japanese, and Korean, the AI dubbing tool identifies the input language and converts it into the desired language, aligning the speech with the avatar's lip movements. This text-to-speech feature not only expands the audience reach of advertisements but also boosts interaction through a customized approach.
Content Creation Powered by AI
Along with the avatars, TikTok’s AI-driven advertising package features a "virtual assistant" that monitors the platform for trends and creates ideas and scripts. Launched in early 2024, this package aims to simplify the content creation process, helping brands to remain current and timely.
Personalized Avatars for Content Creators
TikTok is currently experimenting with "custom avatars" in collaboration with its creator community. These avatars replicate the appearance of content creators and brand representatives, offering the same multilingual functionalities as the standard avatars. This innovation is anticipated to enhance influencer marketing by enabling creators to interact with their audience in various languages.
Openness and Obstacles
In order to be transparent, TikTok will identify videos made with its AI tools as being AI-generated. A demonstration video shows a small box in one corner to indicate the use of AI. Nevertheless, there are challenges associated with this technology. The AI-generated mouth movements and gestures may occasionally seem out of sync, a phenomenon referred to as the “uncanny valley.” Despite these flaws, the possibilities for using AI avatars in advertising are vast.
An Insight into What Lies Ahead
Following Meta's lead, TikTok has also delved into AI avatars by launching its own version. Meta had previously introduced AI chatbots modeled after famous personalities such as Paris Hilton, Snoop Dogg, and Tom Brady in September 2023. These advancements indicate a move towards enhanced and engaging advertising encounters.
With TikTok's ongoing innovation, the incorporation of AI avatars marks a major advancement in digital marketing. This development enables brands to produce more captivating and diverse content, connecting with global audiences effortlessly. The era of AI-driven advertising has arrived.
Keep an eye out for the upcoming release of these exciting features on TikTok and witness the platform's transformation, moving us towards a new era of digital communication.
Written by Pixela Nova from SynthAds.AI
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