At its 2024 TikTok World product summit, the fourth of its kind, the popular video content and social media app announced updates to its marketing tools to enhance ad efficiency on the platform, and unsurprisingly, AI took center stage.

The new AI-powered ad suite, TikTok Symphony, offers up all the usual benefits of generative AI, including tools for script writing and video production.

Alongside Symphony, TikTok is using machine learning to automate the pairing of brands with the right creative assets and audiences based on things like budgets and desired outcomes.