Forget 30 seconds: TikTok’s new AI ad tool is producing them in 5

TikTok is introducing new tools that allow AI to quickly generate 5-second ads.

From now on, marketers can create these videos by doing one or the other: either uploading an image of a product they want to sell or writing a short text prompt that describes what the video should feature. Then, TikTok’s AI will produce five-second clips ready to be uploaded as an ad.

These new features are part of the company’s Symphony product, which was introduced last year, aiming to assist brands wanting to create advertisements with the help of AI. For example, TikTok already lets advertisers use AI-enhanced spokespeople – bot “salespeople” who promote and sell products on the video app.

AI-generated advertising is becoming more popular among major platforms like TikTok and Meta. These platforms hope to reduce production costs, allowing small businesses to participate more actively in the ad market and make it more financially affordable.

TikTok unveiled its latest tools alongside the Cannes Lions advertising festival, currently underway in the south of France, where AI-driven ads are expected to be a key focus.

This year, the prestigious festival reflects a major shift in advertising. As reported by Business Insider, traditional agency models tend to fade – a good example is the decline in 30-second TV spots. They are now being replaced by AI-based creative approaches, like TikTok, which cater to ever-evolving media habits and mobile-first audiences.