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Artificial Intelligence Agency Models Daily Briefing

The Drum’s Daily Briefing: TikTok AI suite enhances ads & WPP integrates Claude AI


By The Drum Team, Editorial

May 23, 2024 | 5 min read

Our quickfire analysis of the brand, marketing and media stories that might just crop up in your meetings and conversations today.

Exterior view of the US headquarters of TikTok in Culver City, California

TikTok has launched a generative AI suite / Adobe Stock

TikTok launches generative AI suite to enhance ad campaigns

TikTok has unveiled TikTok Symphony, a new generative AI suite aimed at revolutionizing its ads business.

This suite includes the Symphony Creative Studio for generating TikTok-ready videos and the Symphony Assistant for scriptwriting and campaign enhancement.

The Symphony Ads Manager Integration optimizes existing videos, while TikTok One provides a centralized hub for marketers to access creators, agency partners and creative tools.

TikTok also introduced predictive AI performance solutions to help advertisers maximize sales.

Source: TechCrunch

WPP integrates Claude AI to boost marketing capabilities

WPP has integrated Anthropic’s Claude AI models into its WPP Open marketing system using Amazon Bedrock.

This enhancement empowers WPP’s 114,000 marketers with advanced AI tools for creative, media, production and commerce tasks.

Claude models Opus, Sonnet and Haiku enhance content generation, ideation, copywriting and design, offering high accuracy, speed, and performance.

This integration, supported by WPP’s strategic partners AWS and Anthropic, aims to drive innovation, elevate brand experiences and deliver measurable growth.

WPP Open, trusted by top brands like Coca-Cola, L’Oréal and Nestlé, continues to leverage cutting-edge technology to optimize marketing solutions.

Source: WPP

FCC proposes AI disclosure rule for political ads

FCC chair Jessica Rosenworcel has proposed a rule requiring broadcasters, cable operators, satellite TV and radio providers to disclose AI-generated content in political ads.

This proposal, which follows a deepfake incident involving President Biden, aims to ensure transparency as AI technology becomes more prevalent.

While it does not ban AI-generated content, the rule mandates disclosure for both candidate and issue ads. The regulation excludes internet and social media ads.

Rosenworcel emphasizes the importance of informing consumers about the use of AI in political advertising, urging swift action from her colleagues.

Source: The Hollywood Reporter

OpenAI and News Corp ink content deal

OpenAI has signed a significant content deal with News Corp, granting access to articles from the Wall Street Journal, New York Post, The Times and The Sunday Times for AI model development.

The partnership follows similar agreements with the Financial Times and Axel Springer.

The collaboration underscores OpenAI’s commitment to integrating high-quality journalism into its AI, enhancing user experience.

News Corp’s CEO, Robert Thomson, and OpenAI’s CEO, Sam Altman, highlighted the historic nature of the deal, emphasizing its role in setting new standards for journalism in the digital age.

Financial terms of the agreement were not disclosed.

Source: The Guardian

Priya Dogra joins Sky as chief advertising and new revenue officer

Former Warner Bros Discovery EMEA boss Priya Dogra has joined Comcast-owned Sky as the chief advertising and new revenue officer.

Reporting to Sky’s chief business officer Nick Herm, Dogra will work on growing Sky’s advertising sales, developing non-subscription revenue streams, and fostering long-term partner relationships.

Dogra’s 14-year tenure at WBD included senior roles in EMEA and Asia.

Sky’s Herm praised Dogra’s operational and strategic media expertise, while Dogra expressed excitement about driving future innovation and monetization for Sky’s linear and digital video platforms.

Sky and Warner have a longstanding content partnership, including exclusive HBO shows.

Source: Variety

Artificial Intelligence Agency Models Daily Briefing

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