The announcements were made during the Cannes Lions International Festival of Creativity 2026, where TikTok unveiled Symphony Agent, an AI-powered assistant designed to help advertisers develop campaigns based on audience insights and trending content on the platform.
The company also announced the regional rollout of several advertising, creator collaboration, and analytics products to support businesses at different stages of the marketing process.
AI assistant for campaign development
TikTok said Symphony Agent is designed to help advertisers generate campaign ideas, create video content, and identify creators whose content aligns with their marketing objectives.
The AI assistant combines advertisers' campaign goals with data on trending content and user behaviour to recommend creative concepts and creator partnerships.
According to the company, the tool includes safeguards such as AI-generated content labels, invisible watermarks, and content moderation filters.
Symphony Agent is being integrated into several of TikTok's business products.
Within Symphony Creative Studio, advertisers can generate video advertisements through an AI-powered chat interface, while Content Suite allows brands to search existing creator content using AI-generated recommendations based on campaign objectives.
The tool has also been integrated into TikTok One, enabling brands to prepare creator briefs, identify creators at scale, and locate creators producing content in different languages for regional campaigns.
"Creativity has always been at the heart of the TikTok experience, and now agentic AI is opening up new possibilities for how ideas are developed and brought to life," said Shadi Kandil, TikTok's general manager for Global Business Solutions across the Middle East, Turkey, Africa, Latin America, Central Asia, and South Asia.
Kandil said the new tools are intended to help brands move more quickly from audience insights to campaign development and content production.
Expanded advertising products
Alongside Symphony Agent, TikTok announced that several advertising products are now available for businesses across MENA.
Among them is TikTok One, the company's creator collaboration platform, which allows brands, agencies, and creators to manage sponsored content and campaigns through a single platform.
TikTok also said it has integrated Dreamina Seedance 2.0, ByteDance's AI video-generation model, into its Symphony platform, enabling advertisers to generate AI-assisted videos. A new "Reference to Video" feature allows advertisers to specify products or images that should appear in AI-generated content.
The company also introduced several new advertising formats.
Logo Takeover gives advertisers exclusive brand placement when users first open the TikTok app, while Prime Time allows brands to display up to three sequential ads to the same user within 15 minutes.
Another format, TopReach, combines the existing TopView and TopFeed placements into a single advertising package intended to increase campaign reach during major product launches and seasonal events.
TikTok also introduced Branded Buzz, which enables advertisers to work with multiple creators simultaneously to produce creator-led campaigns, and Search Hubs, which places brand-owned pages at the top of TikTok search results.
Expanded analytics
The company also expanded its TikTok Market Scope analytics platform by adding industry analysis, e-commerce insights, and creative insights modules.
According to TikTok, the additional tools provide advertisers with data on industry trends, purchasing behaviour, creative performance, and competitor activity to support campaign planning and performance evaluation.
The launch of the new tools comes as Egypt expands its use of AI as part of a broader effort to modernize its digital economy and attract investment in technology-driven sectors.
The country has launched its second National AI Strategy for 2025–2030, which aims to develop AI talent, improve data governance, expand digital infrastructure, support startups, and position Egypt as a regional AI hub for Africa and the Arab world.
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