TikTok brings Symphony AI to WPP in first-of-its-kind integration

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Social media giant TikTok has partnered with WPP to integrate its generative AI suite, Symphony, into WPP Open, marking an industry first for an advertising holding company.

The move gives WPP teams early access to Symphony’s latest innovations, allowing clients to create dynamic and personalised content tailored to TikTok’s billion-plus users.

According to the agency, the integration boosts WPP Open’s capabilities, enabling marketers to develop AI-driven content strategies that resonate with TikTok’s unique audience.

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Key features include AI-generated digital avatars that offer licensed, hyper-realistic representations of real people in various languages, ages, and expressions, as well as an AI dubbing tool supporting over 15 languages for hyper-localised messaging.

Additionally, a video generator pulls product details directly from URLs, streamlining content creation while incorporating TikTok’s best practices for engagement.

"To realise our vision of creativity powered by technology that supercharges productivity and drives real results, we are continuing our commitment to the entire creative ecosystem. We are partnering with leaders in marketing content creation to bring the power of TikTok Symphony into more tools and solutions to unlock unparalleled return on creativity. We're not just evolving the space, together we're redefining what's creatively possible," said Andy Yang, global head of creative and brand products at TikTok.

In tandem, Elav Horwitz, EVP, global head of strategic partnerships and solutions at WPP said, "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, personalisation, and energy. We're excited to be the first to market with these cutting-edge tools that will help our clients build powerful ideas that drive growth."

Meanwhile, Rob Reilly, chief creative officer at WPP said, "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."

Global client Danone is already leveraging Symphony’s suite for an upcoming campaign, illustrating the immediate impact of the integration.

"As a launch partner for this groundbreaking announcement, Danone is incredibly excited to pilot TikTok's Symphony tools within WPP Open for Alpro, our plant-based brand in Europe. This partnership empowers us to connect with consumers on TikTok in even more authentic, localised, and impactful ways, accelerating our AI driven content strategy and ensuring Alpro and many of our brands resonate at the speed of culture," said Catherine Lautier, VP, global head of media and integrated brand communication for Danone.

The integration builds on a growing partnership between WPP and TikTok. Earlier this year, Ogilvy PR & Village Marketing became the first TikTok-accredited creative agency of its size. The move also ties into WPP’s recently announced £300 million annual investment into AI, data, and technology, positioning Symphony as a key part of WPP Open’s strategy to drive long-term growth.

The news comes amid major leadership and structural changes at WPP. Longtime CEO Mark Read recently announced he would step down, following a series of internal restructures. The agency recently retired the GroupM name and launched WPP Media, a fully integrated, AI-powered media company. WPP also folded creative agency Grey under Ogilvy, moving it out of the AKQA group’s reporting line.

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