TikTok is setting the stage for a digital marketing revolution by launching the Symphony marketing management platform, which enables brands to create virtual influencers. These digital avatars are set to captivate global audiences and offer creative new strategies for marketing. Symphony will allow businesses to leverage pre-built or custom avatars to market their products 24/7 via live streams. With AI technology behind these avatars, the initiative promises to significantly scale marketing tactics on TikTok.
TikTok’s move is an extension of its successful pilot program in China, where AI-generated hosts have gained immense popularity. The platform’s Chinese counterpart, Douyin, has seen these digital characters stream continuously, generating significant revenue. The technology behind Symphony leverages generative AI to create lifelike avatars that mimic real people, complete with multi-language skills. This approach not only broadens the creative scope but also optimizes resource usage by allowing brands to manage digital influencers easily.
The avatars come in two main formats: Stock Avatars and Custom Avatars. Stock Avatars are pre-built characters created using paid actors licensed for commercial use. Brands can also opt for Custom Avatars to clone real creators or brand spokespeople. These avatars can interact seamlessly with the audience, offering real-time responses generated by AI. This continuous interaction can potentially lead to higher engagement and conversions, making them effective digital salespeople.
The promising aspect of Symphony is its potential cost-efficiency. Reports indicate that creating these AI avatars requires just a few minutes of sample video and a minimal investment. The streamlined process means human workers simply need to input product information and proofread scripts. Advanced systems can even answer live comments and tweak marketing strategies in real-time. Such capabilities suggest Symphony could revolutionize how brands approach e-commerce on TikTok.
As AI technology advances, it’s likely we will see more of these virtual characters in various apps. Platforms like Instagram are already exploring similar features. While this may not immediately transform the landscape, it’s a promising indication of the future. The success of digital avatars selling products in China underscores their viability. TikTok’s Symphony offers an intriguing glimpse into a future where AI-driven marketing becomes the norm, blending innovation with practicality to offer brands new ways to connect with their audiences.