TikTok opened up an artificial intelligence (AI) tool for generating advertising clips to all advertisers on Thursday, November 14, becoming the latest platform to offer this time-saving technology to marketing agencies. Such tools have been eagerly awaited ever since generative AI took off with the release of ChatGPT end 2022: the technology can produce all kinds of content, based on a simple query in everyday language.

After text and images, video generation has gained in quality this year. The giants of online advertising, GoogleMeta (Facebook, Instagram) and Amazonlast month launched tools for the automated creation of advertising clips. The entertaining short video app has also announced a partnership with Getty Images. Brands will be able to use Getty’s licensed images and videos to create AI-generated ads, including avatars resembling real people.

In its press release, TikTok highlights data showing that marketing campaigns are more effective when their content is renewed twice a week. “But maintaining this level of creativity can be difficult, especially for advertisers with limited resources.”notes the company, a subsidiary of Chinese giant ByteDance. Called “Symphony Creative Studio”, TikTok’s tool can generate a video from a product description, add an AI avatar to comment on it, and even incorporate dubbing in different languages, all in a matter of minutes.

No agreement, no payment

Thanks to Getty’s AI-powered images, advertisers “can easily create ads and content that will look similar to other clips on the platform. (created by humans, Editor’s note) and will integrate seamlessly into the video stream”. that users see, assures Getty in its own press release.

The explosion of generative AI is arousing the enthusiasm of many companies and individuals, but also the apprehension or anger of many authors and artists. For them, the new technology plunders their work without agreement or remuneration, and threatens to replace them. Press titles such as New York Times have filed lawsuits, while several organizations have chosen to sign contracts with technology companies to license their content, including Getty.

The photo agency also launched its own generative AI tool in September 2023, to produce images from its photo archives.