TikTok pushes AI ads that look just like real creators – Marketing Tech News
ARTICLE
LOG IN
Social media is crowded with people trying to sell you things. From fast fashion to supplements, influencers have turned casual videos into sales pitches. The business of promoting products online has grown quickly, and platforms are now looking for ways to make it even faster – without relying on real people.
TikTok is expanding its AI ad tool, Symphony, to help advertisers churn out influencer-style content without actual influencers. The new features don’t just make visuals or quick edits, but mimic what people already see on the app – videos that feel like they came from someone’s bedroom or walk-in wardrobe.
One of the standout features is a text-to-video generator. Marketers can type a short prompt, and the tool spits out a full TikTok-style video, without need for camera, script, or human. TikTok says this setup gives advertisers a way to try different creative directions, test ideas quickly, and adjust before putting money behind a full campaign.
Advertisers can also turn a single image and some text into short videos. The five-second clips are built to fit TikTok’s usual look, and they can be stitched together into longer ads. The goal is to help brands stay on trend and keep up with the fast flow of content on the platform.
TikTok says these features are meant to help advertisers match the visual style users are already used to. That means more content that looks native to the app, and less that sticks out like a traditional ad. The company is trying to close the gap between paid and organic content – and AI is how they plan to do it.
Another major update: digital avatars are now doing more than just reading a script. With the new tools, virtual characters can model clothes, hold products, and show apps in use. It’s influencer marketing without the human influencer.
The avatars don’t need contracts or negotiations. They don’t get tired and don’t charge fees. For brands, this means they can produce an endless stream of content without filming every shot.
AI is already being used behind the scenes to write scripts, dub voices, and suggest ideas based on user data. TikTok’s new features take it further by placing AI directly in front of the camera. Some companies still seem unsure about fully switching to AI-generated ads, but others are moving ahead – especially when budgets are tight and timelines are short.
The trend raises questions about the future of influencer work. If an AI-generated avatar can sell a product just as well – or at least close enough – what happens to the thousands of creators who rely on brand deals for income? Some creators say they’ve been using AI tools to plan their content or find deals more efficiently. But at the same time, the platforms they depend on are investing in ways to replace them.
AI videos can now do the things that used to require a real person: trying on outfits, testing gadgets, or demonstrating how an app works. But there’s a difference between someone you follow giving a recommendation and a synthetic voice tied to a synthetic face. The flood of synthetic content could also push down prices for everyone – if brands can get similar output at lower cost, many will.
TikTok says all AI-generated content from its ad tools will carry a label, and the videos will go through safety checks before going live.
At the same time, TikTok is trying to make these tools more accessible by partnering with Adobe Express and WPP Open. Users of Adobe’s design tool will be able to generate TikTok-style videos inside the app, using Symphony’s features. That includes image-to-video tools that remix existing brand visuals into new formats.
The updates build on Symphony, which TikTok introduced in 2024. The platform already let advertisers create content with AI avatars and basic visuals, and the new tools make that process more complete – and more hands-off.
AI ads are gaining ground on other platforms, too. Meta is also pushing AI tools for creators and advertisers, hoping to cut production costs and make ad creation simpler. TikTok timed its announcement with the Cannes Lions ad festival, where AI is expected to be one of the major topics this week.
For now, AI-generated influencer content may not fully replace the real thing. But the tools are getting closer, and the industry is moving in that direction – with or without human creators in front of the camera.
(Photo by Solen Feyissa)
See also: Why marketers are rethinking SEO, ad buying, and data use
Attending the 2025 Digital Marketing World Forum in London? Visit us at Booth 238 or catch one of our creator economy speaking sessions.
Or, you can head to the website to register and join us on 24-25 June at Olympia, London.
advertising, ai, customer experience, personalisation, social media, tiktok
Reach an audience of more than 2.3 million active marketing professionals.
"*" indicates required fields
Marketing Tech provides digital marketing news and jobs, industry analysis and digital media insight around numerous marketing disciplines; mobile strategy, email marketing, SEO, analytics, social media and much more.
Please follow this link for our privacy policy.
Copyright © 2025 Marketing Tech News. All Rights Reserved.
Not subscribed / a member yet?
"*" indicates required fields
Step 1 of 3
Already a member / subscriber?
