TikTok is pushing the boundaries of digital marketing with its latest innovation: the Symphony marketing management platform, now featuring digital avatars known as Symphony Digital Avatars. These avatars are set to revolutionize how brands engage with audiences by deploying virtual influencers on TikTok to promote products through live streams.

Symphony Digital Avatars: A New Era of Digital Marketing

Symphony Digital Avatars on TikTok offer brands two options:

  1. Stock Avatars: Pre-built characters created from paid actors licensed for commercial use.

  2. Custom Avatars: Creators and brand spokespeople can generate avatars in their likeness, equipped with multi-language capabilities.

While the idea of virtual influencers may initially seem artificial, TikTok’s move is backed by success stories from its Chinese counterpart, Douyin. In China, AI-powered avatars have proven effective, generating substantial sales and becoming cost-efficient tools for e-commerce livestreams.

According to MIT Technology Review, Chinese companies have streamlined the creation of deepfake avatars, capable of operating 24/7 with minimal human intervention. These avatars mimic human streamers, interact with viewers in real time, and adjust marketing strategies based on audience engagement.

The Future of AI in Social Media Marketing

As TikTok adopts Symphony Digital Avatars, it raises questions about the future of AI in digital marketing across all platforms. Instagram is already exploring similar technologies, enabling creators to develop AI chatbots in their likeness. This trend suggests a potential shift towards more automated, AI-driven marketing strategies.

While virtual characters may not immediately replace human influencers, their integration marks a significant advancement in leveraging AI to enhance brand visibility and engagement. As AI technology continues to evolve, these innovations could become more realistic and widespread, reshaping how brands interact with their audiences online.


TikTok’s introduction of Symphony Digital Avatars signals a new era in digital marketing innovation. By offering businesses the ability to deploy virtual influencers, TikTok is paving the way for more immersive and scalable marketing campaigns. As brands explore these new tools, the landscape of social media marketing is likely to evolve, driven by advancements in AI and consumer engagement preferences.

In summary, while the concept of AI-driven virtual influencers may seem futuristic, TikTok’s strategic move underscores its commitment to pioneering new ways for brands to connect with consumers in the digital age.