WPP will integrate TikTok’s AI tool Symphony into its own AI platform WPP Open, the companies announced today.
The integration will enable WPP clients to leverage the Chinese giant’s large set of users, using AI content strategies.
Gaining access to TikTok’s Symphony, WPP clients will obtain an increased range of brand messaging, editing tools, and brand connections with an audience specific to their brand identity.
As part of the integration, users will be able to build AI-generated avatars, dubbed ‘Symphony Digital Avatars’, that are representations of real people from different backgrounds that can represent brands or influencers.
The platform enables AI dubbing and translation to make content multi language and hyper realistic, converting languages to over 15 other languages.
Brands can also use a video generator to create content that lets advertisers build videos from product detail pages (PDP), whilst automatically incorporating TikTok’s best practices.
Danone is one of the first brands to use TikTok’s Symphony tools in WPP Open for its plant-based yogurt brand Alpro.
“This partnership empowers us to connect with consumers on TikTok in even more authentic, localised, and impactful ways, accelerating our AI driven content strategy and ensuring Alpro and many of our brands resonate at the speed of culture,” said Catherine Lautier, VP, Global Head of Media & Integrated Brand Communication for Danone.
A unique feature is WPP clients having access to TikTok’s over a billion users. “This expanded partnership with TikTok is a game-changer for WPP and our clients. Integrating TikTok’s Symphony AI suite into WPP Open allows us to deliver high-impact solutions that truly resonate with TikTok’s massive audience,” commented Elav Horwitz, EVP, Global Head of Strategic Partnerships & Solutions at WPP.
