TikTok has partnered with WPP to bring its generative AI toolkit, Symphony Suite, into the WPP Open ecosystem.

Through this collaboration, WPP teams will receive early access to Symphony Suite’s newest features, empowering them to craft AI-powered content strategies more effectively.

Rob Reilly, Chief Creative Officer at WPP, said: “With TikTok’s Symphony Suite, we’re giving our creatives even more firepower to push boundaries and experiment for our clients. It’s about making creativity smarter, faster and more effective, blending the magic of the human touch with the power of AI to deliver killer results for the world’s biggest brands. ”

Andy Yang, Global Head of Creative & Brand Products at TikTok, said: “To realize our vision of creativity powered by technology that supercharges productivity and drives real results, we are continuing our commitment to the entire creative ecosystem. We are partnering with leaders in marketing content creation to bring the power of TikTok Symphony into more tools and solutions to unlock unparalleled return on creativity. We’re not just evolving the space – together we’re redefining what’s creatively possible.”

Symphony offers tools like digital avatars, which enable the creation of licensed, consent-based AI-generated images of real individuals.

Users will also benefit from a broader range of content variations, enhanced personalised and localised brand messaging, and more intuitive editing capabilities.