TikTok announced the expansion of its Symphony generative AI platform at the 2025 Cannes Lions International Festival of Creativity, introducing new tools designed to streamline video content production for advertisers and creators.

The Image-to-Video tool converts static visuals into dynamic TikTok-style content. Users upload an image and provide a short text prompt, then Symphony generates a five-second video clip featuring dynamic backgrounds, effects, and camera movements. These clips can be stitched together to create longer-form content.

Text-to-Video allows marketers to generate video content without existing visuals. By entering a descriptive text prompt, users receive a five-second video clip that brings their concept to life. The tool serves as a prototyping solution for testing creative concepts before full production.

Showcase Products introduces digital avatars that interact with product images in three specific ways: holding physical products, modeling clothing items, or demonstrating mobile apps on virtual devices. Marketers upload a product image, select an avatar, and the system generates a five-second product demonstration video.

“We’re entering a new era of creativity, one where ideas move at the speed of culture, and where AI doesn’t replace imagination but rather accelerates it,” said Andy Yang, Global Head of Creative and Brand Products at TikTok, in an announcement. “With TikTok Symphony, we’re empowering a global community of marketers, brands, and creators to tell stories that resonate, scale, and drive impact on TikTok.”

All Symphony-generated content receives an automatic AI-generated label and undergoes multiple safety review rounds, from initial prompts to final output.

Early adopters report performance improvements, with YOOX seeing 15% lower cost per add-to-cart using Image to Video, while American Eagle achieved 60% higher traffic return on ad spend with Showcase Products compared to standard assets.

Expansion Through Partnerships

TikTok is extending Symphony’s reach through integrations with Adobe Express and WPP Open. The Adobe partnership brings Image to Video capabilities directly into Adobe’s content creation platform, while the WPP integration provides agency teams access to Symphony’s AI Dubbing, Generate & Remix, and Digital Avatars features.

WPP has become the first advertising company to integrate Symphony into its AI-enabled marketing platform. The partnership provides WPP teams with early access to Symphony API features as they roll out, including digital avatars and AI dubbing translation that support over 15 languages.

Danone is among the first clients utilizing Symphony tools within WPP Open. “This partnership empowers us to connect with consumers on TikTok in even more authentic, localised, and impactful ways,” stated Catherine Lautier, VP and Global Head of Media & Integrated Brand Communication for Danone.

The news follows the announcement of WPP’s increased £300 million (~$407M) annual investment in AI, data, and technology earlier this year.

AI Adoption Accelerates

TikTok’s expansion coincides with research indicating widespread adoption of AI among content creators. According to a report from Wondercraft, over 80% of creators now use AI in their creative process, with nearly 40% utilizing it throughout their entire workflow.

Video dominates as the primary content format for 52.5% of creators, with approximately one in four video-first creators using AI across their entire production process. The report identifies specific adoption patterns across sectors, with marketing and advertising professionals showing particularly high engagement – 85% currently use AI tools, and more than 40% incorporate them throughout their workflow.

TikTok’s Symphony tools will be available to global advertisers in the coming weeks through TikTok Symphony Creative Studio.