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WPP integrates TikTok’s Symphony AI into its marketing platform

The global partnership was announced days before a possible TikTok ban in the US.

Julia Walker

June 17, 2025

9:00 am

Credit: Getty Images / Anadolu

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WPP has entered into a global partnership with TikTok, making it the first holding company to integrate TikTok Symphony generative AI tools into its marketing toolbox.

WPP Open, the agency’s AI-powered marketing platform, will integrate TikTok Symphony’s avatars, AI-dubbing translation and video generation tools for its 50,000 WPP employee users and clients — all to maximize campaign impact and deliver personalized and localized brand messaging, according to a WPP statement.

“We want to reimagine the future of storytelling, influencer marketing and content creation,” Elav Horwitz, WPP’s EVP of global head of strategic partnerships and solutions, told PRWeek. “At the end of the day, these AI tools are tools and a means to an end, and it just made sense we integrate the best AI tools to WPP Open.”

TikTok Symphony’s AI-generated, consensual avatars mimic gestures and expressions of real people ranging in nationalities, ages and languages. The app’s AI-dubbing translation tool transforms content into 15 different languages in a hyper-realistic style. Symphony’s video generator plugs assets from product detail pages and URLs into videos, incorporating TikTok’s best engagement practices.

On Thursday, TikTok will face another possible U.S. ban, which would result in a loss of over 170 million American users, including 7 million who use the app for business purposes. However, the looming ban didn’t deter WPP’s decision to partner with TikTok, Horwitz said.

“It’s a global partnership,” Horwitz explained, noting TikTok hosts over 1.5 billion global users. “We looked at it at a global level and what it means for clients all over the world.”

TikTok, which began partnerships with WPP in 2021, did not immediately respond to comment.

In February, WPP announced it would increase its AI, data and technology budget by almost $350 million for 2025. It also follows Ogilvy PR’s March securement of TikTok’s marketing partner badge for creator marketing — the WPP-owned agency was the first of its size to do so.

WPP’s PR firms include Burson, Ogilvy PR and, up until December, FGS Global.

Overall, WPP posted a 2.7% like-for-like decline in revenue in Q1. Revenue in WPP’s PR division fell 6.6% on a like-for-like basis in Q1. At Burson, revenue was “down in the mid- to high single digits” in the quarter. Overall revenue in the PR division fell 39.5%, following the sale of FGS Global to private equity firm KKR at the end of last year.

Earlier this month, WPP announced that its CEO Mark Read will step down from his role as chief executive after more than 30 years with the holding company. He will stay on as CEO until the end of the year and assist the holding company’s board in appointing his replacement.

This article originally appeared on PRWeek US.

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WPP integrates TikTok’s Symphony AI into its marketing platform

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