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TikTok and Adobe dive deeper into AI

GENERATIVE AI technology’s potential for marketing and creativity is one of the key themes at Cannes Lions this year. TikTok is one of the companies riding the wave.

On Tuesday it revealed new features for Symphony, the suite of GenAI advertising tools it launched last month.

They include Symphony Digital Avatars: virtual characters that can be used in branded content created for TikTok.

TikTok launched a range of stock avatars created using paid actors that are licensed for commercial use. However, it will also work with creators and brands to create their own avatars for use in their videos.

TikTok has also unveiled a tool called Symphony AI Dubbing that translates and dubs videos into more than 10 languages.

It also announced that its Commercial Music Library, a collection of music approved for use in brands’ TikTok content, is now available in the popular Adobe Express software via its Symphony Assistant add-on.

Adobe is playing a prominent role in the Cannes Lions excitement around GenAI technologies, announcing another partnership yesterday.

Marketing and advertising services agency Media.Monks is using Adobe’s GenStudio product for its new Brand Model Practice, which helps clients to build AI models trained on their own brands.

After feeding in marketing materials, product information, brand guidelines and customer interactions, brands will be able to use the models to generate new creative assets and customer experiences Media.Monks said the partnership would deliver “bespoke brand models at speed”.


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