TikTok Launches Symphony Agent For Prompt-Based Video Ads

TikTok has introduced Symphony Agent, an AI-powered advertising system announced at Cannes Lions. Symphony Agent allows advertisers to build video ads using text prompts, images, and existing videos.

The company describes it as an engine that connects different parts of its advertising ecosystem, enabling advertisers to move from campaign ideas to video ads and creator collaborations within the same workflow.

How Symphony Agent Works In Ad Creation

Symphony Agent is a workflow that translates inputs such as text prompts, product images, or reference videos into structured advertising outputs.

Advertisers begin by entering a brief or uploading a product image. They can also choose a TikTok trend, a template, or an existing high-performing ad as a reference point. The system then uses this input to generate a product brief and a creative direction.

From there, the workflow moves through a sequence that typically includes an insight summary, storyboard creation, and video generation. Each stage builds on the previous one, and advertisers can adjust details along the way by giving feedback directly in the interface.

The system supports different types of video generation, including image-to-video conversion, script writing, and avatar-based content. It also allows advertisers to modify elements such as voiceovers, tone, scene structure, and calls to action during the process.

TikTok also applies what it describes as platform signals in the background, including patterns from trending content and high-performing ads. The output is then generated as one or more video variations that can be used for testing.

Advertisers can request up to three versions of a video at a time, allowing them to compare different creative directions such as variations in messaging, characters, or visual style.

Symphony Agent is built around input-to-video generation. Advertisers start with different types of inputs depending on what they already have.

Integration Into Three Tools

Symphony Agent is also integrated into three existing TikTok tools: Symphony Creative Studio, Content Suite, and TikTok One. Each handles a different part of the advertising process.

In Symphony Creative Studio, TikTok’s AI video creation tool, Symphony Agent appears as a prompt-based interface. Advertisers can start the process by entering a brief, uploading a product image, and selecting a trend or reference video.

The system then generates an ad creation flow that moves from concept to final video output. At each stage, advertisers can edit details rather than restarting the process.

Editing is integrated into the workflow, allowing changes to scenes, script structure, tone, or messaging through prompt inputs or a side editing panel.

Symphony Agent in Content Suite enables advertisers to search and organize existing TikTok videos. Advertisers can input campaign needs such as audience type, tone, or content style. The system then scans available creator videos and returns a shortlist of content that matches those inputs.

Instead of browsing large volumes of videos manually, advertisers receive filtered selections grouped based on relevance to the campaign brief. This includes identifying videos that align with specific messaging or visual styles already used on TikTok.

In TikTok One, Symphony Agent is applied to creator marketing workflows. Advertisers can upload campaign requirements in formats such as text descriptions, PDFs, or product links.

The system then generates a campaign brief and produces a list of recommended creators. Each recommendation includes a matching explanation based on the campaign input.

Advertisers can adjust the list by changing criteria or requesting additional creator suggestions. Once selections are finalized, creators can be added directly into a campaign project and contacted in bulk through batch invitations.

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