TikTok made an update to Symphony, the platform’s AI ad suite, to let brands generate influencer-style content with AI.
The new tools create realistic avatars that speak, pose, and interact much like human creators.
Now, AI-generated figures can promote products, try on clothes, and demonstrate mobile apps, all without needing a real person behind the screen.
The How
Symphony, first launched in 2024, has now expanded its capabilities. Brands can upload photos, enter short prompts, and instantly produce videos featuring virtual avatars.
These avatars can:
- Hold and display physical products
- Model clothing and accessories
- Use and explain apps
- Speak in multiple languages using AI voice dubbing
Some of these features already exist for personal use. Now, they are available for businesses to scale their ad production at a lower cost and faster speed.
AI Influencers
Brands are always looking for efficiency. Influencer marketing, while effective, is often costly and slow.
Negotiating with creators, waiting for revisions, and coordinating schedules all take time.
With AI avatars, that friction disappears: there are no contracts and no delays. Brands can produce dozens of customized videos in a single day.
They can also tailor each version to fit different audiences or languages. This approach saves money and increases output. It’s a practical choice in a competitive market.
Threat to Human Influencers
For creators, this development feels personal, as many rely on brand deals to earn a living. AI influencers could reduce those opportunities.
There’s also concern about rates. As AI-generated content floods the platform, the average price for sponsored posts could fall. Human creators might be forced to accept lower fees to compete.
Several influencers already use AI to help plan or edit content. But now, AI is stepping into its main role, being the face of a product.
Trust and Authenticity
Trust is a major part of influencer marketing. People follow creators they like and believe. When a human says a product works, that recommendation feels real.
But what happens when the “person” promoting it isn’t real?
AI avatars do not have personal experiences and cannot test or review anything. Their “endorsements” are programmed.
That could make the message less credible. As a form of protection, TikTok plans to label all AI-generated content clearly. It also promises strict safety reviews.
