Enhancing the global reach of content creators and brands, TikTok has introduced generative AI tools, including customizable digital avatars and a multilingual dubbing feature.
These tools aim to break down language barriers and allow for more engaging content on the TikTok platform.
The new AI-powered tools are part of TikTok’s Symphony suite, which was launched in May. The features include Symphony Digital Avatars, available in both stock and custom versions.
Stock avatars are pre-built using paid actors from diverse backgrounds and are ready for commercial use. Custom avatars, on the other hand, are targeted to resemble specific creators or brand spokespersons, enabling them to communicate in multiple languages while maintaining their recognizable likeness.
These avatars are designed to add a human touch to digital content, making it more relatable and accessible to audiences worldwide. TikTok ensures transparency by labelling videos that use these avatars as “AI-generated.”
Accompanying the avatars is the Symphony AI Dubbing tool, which allows creators and marketers to dub their content into over 10 different languages, including French, Spanish, Portuguese, German, and Korean.
The tool automatically detects the spoken language in videos, transcribes, translates, and then dubs the content into the chosen language, thus facilitating seamless communication with global audiences.
This multilingual support is also seen with creators like MrBeast and FKA Twigs using similar technology to reach international audiences. TikTok’s new tools provide a better solution for creators and brands looking to expand their reach without losing their unique identities.
While these advancements come with great opportunities, they also raise issues reminiscent of those pointed out during last year’s Hollywood actors’ strike over AI use. TikTok addresses these issues by giving creators control over their avatars’ usage, including setting rates and licensing terms.
The introduction of these tools comes when TikTok is enhancing its advertising business. According to recent data, 61% of TikTok users have made a purchase directly on the platform or after viewing an ad.
The Symphony suite, which includes tools for scriptwriting, video production, and content enhancement, aims to capitalize on this trend by providing marketers with sophisticated AI-driven solutions.
Despite these innovations, TikTok stands up against potential regulatory challenges in the U.S., where its parent company, ByteDance, is under pressure to sell the app to avoid a ban.
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