Media group WPP has collaborated with TikTok to integrate the social media platform’s generative AI toolkit, Symphony Suite, into WPP Open.

As part of the partnership, WPP teams will gain early access to the toolkit’s latest functions and enable them to develop AI-driven content strategies.

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. ”

Symphony gives clients access to its digital avatars feature, which can be used to create licensed and consensual AI-generated images of real people.

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Customers will also be able to leverage a wider variety of content variations, an increased amount of personalised and localised brand messaging, and intuitive editing tools.

Andy Yang, global head of creative and brand Products at TikTok, said: “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.”

Global client Danone is already leveraging the suite of Symphony tools in WPP Open for an upcoming campaign, demonstrating the immediate impact and value of the integration.

This move follows the media group’s investment of £300 million into AI, data and technology.