TikTok began allowing all marketers on its platform to use an AI-powered tool to create marketing clips on Thursday, becoming the latest platform to let advertisers tap into the technology.
That came alongside information that Getty will make its stock of images and video available to TikTok’s AI-powered video creation tool, called Symphony Creative Studio.
Brands will be able to use Getty-licensed images and videos to create ads with AI, including marketing messages featuring characters that look like real people, according to the companies.
Getty and TikTok did not disclose financial terms of the deal.
The collaboration with Getty is part of TikTok’s expansion of tools for advertisers and content creators, according to the Chinese-owned app.
“Our goal is to empower advertisers and help them connect with their communities with the power of generative AI,” Andy Yang, TikTok’s head of creative monetization, said in an accompanying statement.
Last month, online advertising giants Amazon, Google and Meta launched tools that put AI to work to help create ads for their platforms.
“With the demand for original stories in advertising on the rise, the need for engaging, high-quality content to effectively communicate these stories to audiences has never been greater,” Peter Orlowski, senior vice president of global strategic partnerships at Getty Images, said in the joint statement.
Generative AI models trained on images, articles and other data found online have sparked excitement among some users, while angering content creators, artists and others who believe their creations are being used to train these models without their permission or royalties.
Publications such as The New York Times have filed lawsuits to defend their content, while some news organizations have opted to strike licensing deals.
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