TikTok announced a suite of AI-powered advertising tools and a new creator collaboration feature at the Cannes Lions International Festival of Creativity on June 22, introducing Symphony Agent and Custom Creator Networks to its marketer-facing product lineup.

Symphony Agent

Symphony Agent, TikTok’s new agentic AI tool, enables marketers to generate video ad campaigns through text prompts, image inputs, and video examples. The system analyzes trending content on TikTok to surface performance-informed examples, which marketers can explore individually before using a “Create your own” option to build similar ads. For campaigns built from scratch, Symphony Agent generates video content using ByteDance’s Seedance 2.0 model. The tool includes built-in safeguards such as AI labels, invisible watermarks, and content moderation filters.

Source: TikTok

TikTok is rolling out Symphony Agent across three existing products: Symphony Creative Studio, Content Suite, and TikTok One. Within Symphony Creative Studio, the agent uses platform insights and performance signals to build creative assets through a chat interface. In Content Suite, the AI Search function allows advertisers to describe their needs and receive creator video recommendations drawn from the platform’s library. Within TikTok One, the agent supports creator brief generation, creator discovery, and outreach at scale, including the ability to identify creators who speak specific languages for multi-market campaigns.

Source: TikTok

“With Symphony Agent, we’re empowering brands to turn insights into ideas, ideas into content, and content into results faster than ever before,” said Andy Yang, Global Head of Creative and Brand Products at TikTok. “Whether it’s creating TikTok-first campaigns, discovering creators and community content, or scaling creative across markets, we’re building tools that help marketers unlock the full potential of creativity powered by technology.”

Custom Creator Networks

Alongside Symphony Agent, TikTok introduced Custom Creator Networks within the Content Suite. The feature allows brands to build curated pools of creators, employees, partners, or brand advocates to receive campaign briefs or convert existing brand-relevant videos into ads.

Source: TikTok

TikTok announced that Starbucks will launch the first Custom Creator Network later this summer, building on the company’s existing “Green Apron Creator Program.” The network will allow Starbucks employees to receive creative briefs, participate in content creation, and access ad revenue sharing.

“Collaborating with TikTok provided us with the opportunity to build a customized platform that allows us to celebrate and amplify our partners’ authentic storytelling,” said Erin Silvoy, Senior Vice President of Global Marketing at Starbucks.

Dentsu Integration

TikTok also announced an integration of Symphony capabilities into Zoyumi, dentsu’s AI-powered SaaS platform. The partnership gives dentsu clients direct access to Symphony tools, including Image to Video, with Caption Removal, Dubbing, and Digital Avatars planned for future availability.

“This partnership brings future-forward technologies to our teams that help drive better outcomes for clients,” said Ganga Chirravuri, President, Product & Development at dentsu APAC.

TikTok brought 16 creators to Cannes Lions to participate in panels and produce content throughout the week. The company is hosting a public activation at the Carlton Hotel from June 22 to 26.

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