TikTok has begun allowing all marketers on its platform to use an AI-powered tool to generate marketing videos, becoming the latest platform to allow advertisers to take advantage of the technology.
The news was announced that Getty Images will provide its stock of photos and videos to TikTok's AI-powered video generation tool - called Symphony Creative Studio.
According to the companies, brands will be able to use Getty-licensed images and videos to create AI-generated ads, including marketing messages featuring characters that resemble real people.
Getty and TikTok did not disclose the financial terms of the deal.
According to the Chinese app, the Getty Images integration is part of expanding TikTok's tools for advertisers and content creators.
"Our goal is to empower advertisers and help them connect with their communities with the power of generative artificial intelligence," TikTok's head of creative monetization Andy Yang said in a joint release.
AI-driven tools with the potential to help monetize have been eagerly sought since generative AI caught the world's attention with the launch of ChatGPT by OpenAI in late 2022.
The technology can quickly create videos, photos or written works based on requirements expressed in everyday language.
However, questions have been raised about how companies investing billions of dollars in artificial intelligence will profit from it.
Last month, online advertising titans Amazon, Google and Facebook parent Meta launched tools that let AI help create ads for their platforms.
"With the growing demand for authentic storytelling in advertising, the need for compelling, high-quality content that effectively communicates these stories to audiences has never been greater," Getty Images senior vice president of global strategic partnerships Peter Orlovsky said in the joint message.
Generating artificial intelligence models trained on images, articles and other data found online has excited some users while angering authors, artists and others who feel their creations are being appropriated without being asked or compensated.
Publications such as the New York Times have filed lawsuits to protect their content, and some news organizations have opted for licensing deals. | BGNES
