TikTok has introduced new artificial intelligence-powered advertising tools to help brands create marketing campaigns faster and connect with audiences through culturally relevant content.
The social media platform unveiled the new capabilities, including its Symphony Agent, at the Cannes Lions 2026 advertising festival, saying the tools are designed to help advertisers turn creative ideas into measurable business results.
According to TikTok, Symphony Agent uses artificial intelligence and cultural insights to help brands develop TikTok-first campaigns by identifying content trends, generating creative concepts and matching advertisers with suitable creators. The system includes AI labels, invisible watermarks and content moderation safeguards.
The company said Symphony Agent is being integrated across its creative solutions. In South Asia, it is available through Symphony Creative Studio, where advertisers can create campaigns through an AI-powered chat interface.
Shadi Kandil, General Manager for Global Business Solutions covering the Middle East, Turkey, Africa, Latin America and Central and South Asia, said agentic AI enables brands to move more quickly from audience insights to content creation and campaign execution.
TikTok said the latest rollout reflects growing demand from marketers for tools that can produce authentic, creator-led content at scale while improving campaign performance.
