Will Brands stop paying influencers when they can build them?
That’s the new reality TikTok is pushing, with AI avatars that model clothes, demo apps, and sell products on command.
At Cannes Lions, TikTok launched a major expansion of its Symphony AI suite. These tools now turn images into videos, text into influencer-style clips, and virtual avatars into brand ambassadors.
Marketers can create TikTok-style videos from product URLs, still images, or text prompts using AI tools. With just an image and a short prompt, Symphony’s Image to Video tool will automatically generate engaging clips using dynamic backgrounds, effects, and camera movements, making high-impact creative production fast and effortless.
Symphony’s Text to Video tool turns simple scripts into short video scenes, helping marketers quickly prototype ideas and fill content gaps.
Showcase Products lets brands upload an image, choose a digital avatar, and instantly generate a five-second video of the avatar holding, trying on, or displaying the product.
The future of creative production is quickly becoming AI-first. We are shifting from influencer marketing to machine marketing. Synthetic media is scalable media.
What’s the so what? This isn’t just automation, it’s acceleration. Faster creative cycles. Lower production costs. More testing. More iteration. More relevance.
Early adopters are already seeing strong results: American Eagle reported a 60% higher traffic ROAS using Showcase products, while YOOX achieved a 15% lower cost per add-to-cart by transforming static images into dynamic videos with Symphony’s Image to Video tool. These outcomes highlight the performance and scalability advantages of integrating generative AI into creative workflows.
TikTok’s Symphony plugin is now integrated into Adobe Express, allowing users to transform static images into dynamic videos with the Image to Video tool. Symphony is also embedded within WPP Open, giving creative teams streamlined access to AI Dubbing, Generate & Remix features, and lifelike Digital Avatars. This integration embeds generative AI tools directly into the creative platforms marketers are already using, reducing production time and enabling faster content iteration.
How are you preparing your brand for an AI-first marketing future?
