TikTok and Fabulate team up to scale creator content across APAC with AI at the core

TikTok has inked a landmark deal to embed its Symphony gen AI suite into influencer marketing platform Fabulate, a move positioned to accelerate how brands create culturally relevant content faster and at scale.

The deal marks the first time TikTok has integrated its generative AI tools into a global influencer marketing platform, with Sydney-based Fabulate working closely with TikTok’s APAC team on a broader regional rollout.

At the heart of the partnership is Symphony, TikTok’s generative AI toolkit built specifically for content creation on the platform. Now embedded directly into Fabulate’s end-to-end workflow, the tools allow brands and creators to develop, adapt and optimise campaigns without switching systems.

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Nathan Powell, chief strategy officer at Fabulate, described the integration as a “structural shift” and not just another feature update.

“TIkTok Symphony is a leap forward for creator marketing,” Powell said. “By bringing this capability into Fabulate, we’re giving brands and creators the ability to co-create with AI inside the same workflow they already use every day. It’s about making creativity smarter, faster and more impactful.”

Unlike standalone AI tools, Symphony sits natively inside Fabulate’s SparQ 2.0 stack, connecting directly to briefing, creator selection, compliance, brand safety and performance analytics.

The integration introduces three core capabilities: AI dubbing and translation, AI-powered video generation and licensed digital avatars. Powell told Marketing-Interactive that for brands operating across Asia Pacific, localisation is expected to be one of the most immediate use cases.

Fabulate said Symphony’s AI dubbing tools can translate and re-voice creator content into more than 15 languages, including lip-synced video adaptation, in roughly 60 seconds.

“In the past, scaling a high-performing asset into another market meant re-briefing creators, re-filming content and restarting approvals,” Powell said.

“Now teams can localise that same creative almost instantly. You keep momentum, cultural relevance and speed without rebuilding the production cycle.”

Speed, he said, has become a competitive advantage as social commerce cycles tighten and trends move faster across borders.

“We’ve completed projects where two to three thousand assets were created in a single week,” he said.

“That’s the Olympics of AI-generated or AI-assisted creative content. But when you get the right processes, the right assets in place and more importantly the right approvals process, you can really scale this way.”

Despite the scale implications, Powell stressed the technology is designed to augment creators rather than replace them.

“Authenticity is still the most important thing for creator marketing,” he said. “This is definitely not a solution to replace creators.”

Instead, Fabulate positions AI as a production multiplier, reducing friction in editing, adaptation and localisation while keeping creator voice and identity intact.

The partnership builds on Fabulate’s long-standing status as a TikTok Marketing Partner and follows the company’s broader investment in AI, data and automation through SparQ 2.0.

Andy Yang, global head of creative and brand products at TikTok, framed the deal as part of TikTok’s push to scale creative output without diluting platform-native storytelling.

"Creative is the lifeblood of our platform,” Yang said.

"We're constantly thinking of new ways to make it easier for brands to scale their creative quality and quantity. TikTok's creative partners are a powerful resource, bringing expert strategy, from managing creators to producing high-quality content to help brands further connect their communities on TikTok."

So what’s on offer? In short, a lot. Digital avatars, one of Symphony’s more closely watched features, will allow brands to deploy licensed, AI-generated talent across multiple languages, gestures and formats.

Powell acknowledged avatars may generate mixed reactions depending on market and category.

“In some Asian markets there’s already strong acceptance of digital avatars,” he said.

“But again, the principle holds - don’t kill the golden goose of authenticity. The technology works best when it supports creators, not substitutes them.”

The rollout arrives as creator-led marketing continues to outpace broader advertising growth across Asia Pacific.

Recent TikTok research indicates audiences favour authentic content over polished, brand advertising - with creator formats playing a larger role in consideration and purchase behaviour. Powell said the Symphony integration is positioned as infrastructure for that shift.

“Brands don’t think about platforms in isolation. They think about creator marketing as a broader challenge or opportunity,” Powell said.

“Our vision is to be the nexus point where brands and creators can understand what works across each platform, from creators to formats to performance.”

“When we get the opportunity to integrate something like TikTok Symphony, it’s incredibly exciting. It’s infrastructure for how creator marketing is evolving – faster, more scalable and more connected to performance.”