At the Cannes Lions International Festival of Creativity in June 2025, TikTok introduced updates to its Symphony suite of generative AI tools, designed to streamline content creation for marketers, brands, and creators. The new tools—Image to Video, Text to Video, and Showcase Products—aim to simplify the production of TikTok-optimized content. Additionally, TikTok announced integrations with Adobe Express and WPP Open to expand access to these tools, supporting its creative ecosystem of brands, agencies, and creators.

New Symphony AI Tools

Image to Video: Symphony Image to Video converts static images, such as product photos, mood boards, or brand assets, into five-second video clips tailored for TikTok. Marketers can upload an image and provide a short text prompt to generate branded content suitable for advertisements or community engagement. This tool enables the creation of multiple content variations, facilitates new creative formats, or animates entire product catalogs efficiently.

Text to Video: Symphony Text to Video allows marketers to produce videos directly from short text prompts, eliminating the need for visual assets. This feature supports rapid concept development, enabling advertisers to generate, test, and refine campaign ideas before full-scale production. It also facilitates the creation of diverse campaign concepts or customized content at scale.

Showcase Products

Symphony Showcase Products leverages digital avatars to highlight products in five-second TikTok videos. Marketers upload a product image and select an avatar to feature the item in one of three formats:

1. Holding Products: Avatars hold items, such as a water bottle, to showcase them.
2. Clothing: Avatars model clothing items, demonstrating their appearance.
3. App: Avatars display apps on a phone screen, emphasizing functionality.
4. To ensure transparency and safety, all Symphony-generated content is automatically labeled as AI-generated and undergoes multiple rounds of safety review, from uploaded visuals or prompts to final outputs, to comply with TikTok’s platform standards.

Integrations with Adobe Express and WPP Open

TikTok is broadening Symphony’s accessibility through strategic partnerships:

1. Adobe Express: Symphony Image to Video is now integrated into Adobe Express, Adobe’s tool for social content creation and collaboration. This integration allows brands, small businesses, and creators to produce TikTok-optimized content directly within Adobe Express, revitalizing existing brand assets or exploring new creative formats. While initially highlighted for desktop use, the integration may extend to other platforms, pending further details from TikTok or Adobe.
2. WPP Open: TikTok has integrated several Symphony features, including AI Dubbing, Generate & Remix videos, and Digital Avatars, into WPP Open, WPP’s AI-enabled marketing platform. This enables WPP teams to scale TikTok content creation, enhancing creativity and productivity for global brands. Additional Symphony features may also be available within WPP Open, though specifics remain unconfirmed.

These integrations embed TikTok-first tools into existing marketing workflows, supporting seamless content development.

TikTok’s Broader Presence at Cannes Lions

TikTok’s announcement aligns with its broader activities at Cannes Lions 2025, where it is celebrating brands and creators shaping cultural trends and discovery. The platform highlighted initiatives like TikTok Shop, which enhances the shopping experience, and recognized marketing leaders driving cultural discovery. These efforts underscore TikTok’s role as a hub for creative storytelling and audience engagement.