At Cannes Lions 2026, TikTok unveiled Symphony Agent, its new agentic AI solution designed to help brands turn cultural insights into high-performing campaigns faster and at greater scale. Alongside this launch, TikTok announced the availability of a suite of creative, advertising, and performance solutions that empower brands across MENA to create, connect, and drive measurable business results across the customer journey.
Unlocking Creative Impact with Agentic AI
Today’s marketers are being asked to do more than ever before: move faster, create more content, and stay connected to culture in real time. TikTok’s latest AI innovation Symphony Agent is built with cultural intelligence to help advertisers create TikTok-first campaigns at speed and scale. Developed with built-in safeguards including AI labels, invisible watermarks, and content moderation filters, Symphony Agent turns inspiration into action by combining advertisers’ goals with insights from top-performing content and emerging trends to develop customized video content, source the right creator content, and find the right creator to drive impact.
Symphony Agent is available across several TikTok creative solutions, helping advertisers move from idea to activation faster:
• Symphony Agent in Symphony Creative Studio helps advertisers create high-performing TikTok ads in minutes through an AI-powered chat experience.
• Symphony Agent in Content Suite makes it easier for brands to discover and scale existing creator content. Advertisers can now input their creative needs, and the Agent will sort through thousands of relevant videos to identify content recommendations that align with their goals.
• Symphony Agent in TikTok One streamlines creator discovery and campaign execution. Brands can generate creator briefs, identify and invite creators at scale, and discover creators who speak specific languages to adapt content across markets, helping marketers execute creator campaigns more efficiently than ever before.
“Creativity has always been at the heart of the TikTok experience, and now agentic AI is opening up exciting new possibilities for how ideas are developed and brought to life,” said Shadi Kandil, General Manager, Global Business Solutions in the Middle East, Turkey, Africa, Latin America, Central and South Asia at TikTok. “With Symphony Agent, brands can move seamlessly from audience insights to creative concepts, and from content creation to measurable impact, faster than ever before. Whether it’s creating TikTok-first campaigns, identifying the right creators and community-driven content, or expanding creative efforts across multiple regions, these tools are designed to help them maximize creativity and achieve stronger results through the power of technology.”
More innovations now available for brands across MENA
In addition to its newly unveiled Agentic AI capabilities, TikTok has rolled out a suite of innovative TikTok for Business solutions, now available to businesses across MENA region. Designed to support full-funnel marketing objectives, these solutions empower brands to spark creativity, enhance visibility, maximize audience reach, and drive stronger campaign performance at every stage of the customer journey.
Fueling creativity to drive business growth
TikTok One is an all-in-one TikTok creative platform with tools designed to connect brands, creators, and agencies in one place for brand marketing and content collaboration. On TikTok One, brands can find and partner with TikTok creators for sponsored content, and companies can plan, run, and track campaigns directly on the platform.
To deliver quality creative at scale, Dreamina Seedance 2.0, ByteDance’s next-generation AI video model, is now integrated into TikTok Symphony to help advertisers create high-quality videos at scale. New features like Reference to Video give brands greater creative control by allowing them to specify exact images and products within AI-generated video content.
Capturing Undivided Attention
To help brands capitalize on the very moment people open TikTok, the platform introduced Logo Takeover — a new premium ad format that gives brands exclusive visibility when users open TikTok, creating an immediate, distraction-free brand experience that drives awareness, credibility, and broad reach.
Amplify your brand at the moments that matter
TikTok is making it even easier for brands to join cultural conversations and reach audiences when it matters most:
• Prime Time is a sequential ad format that delivers up to three ads from the same advertiser to a user within a 15-minute window during high-engagement moments, enabling brands to tell a continuous story for greater impact.
• TopReach combines two existing high-visibility placements — TopView and TopFeed — into a single buy, maximizing one-day reach through two of TikTok’s most visible ad placements. This allows advertisers to reach the largest possible audience during key launches, tentpole events, and other high-impact moments.
• Branded Buzz enables advertisers to collaborate with creators on large-scale campaigns, driving millions of views and authentic, organic conversations to amplify key moments. The solution gives brands the tools to generate hundreds of creator videos within a short time period to help create an organic buzz on the platform and drive large scale awareness.
• TikTok also unveiled Search Hubs which position brand-owned pages at the top of TikTok search results to capture the engagement at the very moment people are ready to discover, learn or shop.
Optimizing for campaign results
To get full-funnel insights into how a brand is performing, TikTok expanded TikTok Market Scope with Industry Analysis, Ecommerce Insights and Creative Insights. These new modules showcase deeper insights within an advertiser’s specific industry including competitive context, aggregated user purchasing behavior, creative insights, and what has proven to be successful specific to an advertiser’s brand and audience.
As audiences increasingly seek content that feels authentic, relevant, and engaging, creativity has become the engine of business growth on TikTok. Whether through AI-powered creative tools, deeper collaboration with creators, or new ways for brands to engage with communities, TikTok continues to make it easier for marketers to create content that resonates and drives results.