TLDR: WPP, a global advertising giant, has deepened its partnership with TikTok by integrating TikTok’s generative AI suite, Symphony, into its proprietary AI-enabled marketing platform, WPP Open. This collaboration marks an industry first for an advertising holding company, providing WPP teams and their clients early access to advanced AI tools like hyper-realistic digital avatars, multi-language AI dubbing, and automated video generation. The initiative aims to supercharge content creation, enabling dynamic, personalized, and localized campaigns that resonate with TikTok’s vast global audience, aligning with WPP’s significant annual investment in AI and technology.
In a landmark move set to redefine the landscape of digital advertising, WPP, the world’s largest advertising company, has announced the integration of TikTok’s cutting-edge generative AI suite, Symphony, into its AI-enabled marketing platform, WPP Open. This strategic expansion of their partnership positions WPP as the first advertising holding company to embed TikTok’s advanced AI capabilities directly into its operational framework, offering its teams and clients unparalleled access to innovative content creation tools.
The collaboration, unveiled during Cannes Lions 2025, is designed to significantly enhance WPP’s ability to develop AI-driven content strategies that deeply resonate with TikTok’s more than one billion users. Key features of the Symphony AI suite now accessible to WPP clients include:
Symphony Digital Avatars: Clients can leverage licensed, consensually approved, and hyper-realistic AI-generated representations of real people. These avatars offer a variety of gestures, expressions, nationalities, ages, and languages, enabling brands to scale and globalize content with a personalized, human touch.
AI Dubbing and Translation: A powerful tool supporting over 15 languages worldwide, this feature produces multi-language content in a hyper-realistic style, dramatically expanding global and regional reach for brands and ensuring messages are impactful across diverse audiences.
Effortless Video Generation: The suite includes tools like ‘Image to Video,’ which converts static product photos into five-second clips tailored for TikTok, and ‘Text to Video,’ capable of generating video content from simple text prompts. Additionally, ‘Showcase Products’ allows digital avatars to hold or demonstrate items, from clothing to apps, streamlining content creation while adhering to TikTok’s best practices for engagement.
This integration is poised to unlock unprecedented levels of creativity, personalization, and energy in advertising. According to Andy Yang, Global Head of Creative and Brand Products at TikTok, the partnership is about ‘redefining what’s creatively possible’ by bringing ‘the power of TikTok Symphony into more tools and solutions to unlock unparalleled return on creativity.’
Elav Horwitz, EVP, Global Head of Strategic Partnerships & Solutions at WPP, emphasized the transformative potential, stating, ‘This expanded partnership with TikTok is a game-changer for WPP and our clients. Integrating TikTok’s Symphony AI suite into WPP Open allows us to deliver high-impact solutions that truly resonate with TikTok’s massive audience. This collaboration will transform how we create, unlocking unprecedented levels of creativity, personalization, and energy.’ Rob Reilly, Chief Creative Officer at WPP, added, ‘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.’
The move is part of WPP’s broader commitment to investing £300 million (approximately $400 million) annually in AI, data, and technology. Danone, a WPP client, is already on board as a launch partner, applying these tools to its plant-based Alpro brand in Europe.
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TikTok has also committed to transparency, stating that all Symphony-generated content will be clearly labeled as AI-made and will undergo safety reviews before being released to users, ensuring responsible innovation in the rapidly evolving AI landscape. This partnership underscores the growing importance of generative AI in marketing, enabling agencies to produce dynamic, personalized content at scale and maintain a competitive edge in a fast-paced digital environment.
