TikTok has signed a landmark deal to incorporate its Symphony gen AI suite into its influencer marketing platform Fabulate. This is a move to accelerate how brands can create culturally relevant content faster and at scale.
The deal marks the first time TikTok has integrated its generative AI tools into a global influencer marketing platform, with Sydney-based Fabulate working closely with TikTok’s APAC team on broader regional expansion.
At the heart of the partnership is Symphony, TikTok’s generative AI toolkit built specifically for content creation on the platform. The tool is built directly into Fabulate’s end-to-end workflow, allowing brands and creators to develop, adapt, and optimize campaigns without switching systems.
Read more: APAC creator economy expected to reach US$1.2 trillion by 2030
Nathan Powell, Fabulate’s chief strategy officer, said the integration is a “tectonic change” rather than just a feature update.
“TIkTok Symphony is a breakthrough for creator marketing,” Powell said. “By bringing this capability to Fabulate, we will enable brands and creators to collaborate with AI within the same workflows they already use every day, making creativity smarter, faster and more impactful.”
Unlike standalone AI tools, Symphony sits natively within Fabulate’s SparQ 2.0 stack and connects directly to briefing, creator selection, compliance, brand safety, and performance analytics.
This integration introduces three core capabilities: AI dubbing and translation, AI-powered video generation, and licensed digital avatars. Powell told Marketing-Interactive that localization is expected to be one of the most immediate use cases for brands operating in the Asia-Pacific region.
Fabulate said Symphony’s AI dubbing tool can translate and rewrite a creator’s content into more than 15 languages in about 60 seconds, including lip-syncing video adaptations.
“Historically, expanding high-performing assets into different markets has required re-explanation to creators, re-shooting of content and re-approval,” Powell said.
“Teams can now localize the same creative almost instantly, maintaining momentum, cultural relevance, and speed without having to rebuild production cycles.”
He said speed has become a competitive advantage as social commerce cycles become tighter and trends move faster across borders.
“We completed a project where 2000-3000 assets were created in a week,” he said.
“This is the Olympics of AI-generated or AI-assisted creative content. But if you put the right processes in place, the right assets, and more importantly the right approval processes, you can really scale it like this.”
Despite the impact of scale, Powell emphasized that the technology is designed to enhance creators, not replace them.
“Authenticity remains the most important thing in creator marketing,” he said. “This is in no way a solution to replace creators.”
Instead, Fabulate positions AI as a production multiplier, reducing friction in editing, adaptation, and localization while preserving the voice and identity of creators.
The partnership builds on Fabulate’s long-standing position as a TikTok marketing partner and follows the company’s extensive investments in AI, data, and automation through SparQ 2.0.
Andy Yang, TikTok’s global head of creative and brand products, positioned the partnership as part of TikTok’s efforts to expand its creative output without diluting its platform-native storytelling.
“Creativity is the lifeblood of our platform,” Yang said.
“We’re always thinking of new ways that brands can easily scale the quality and quantity of their creative. From managing creators to producing high-quality content, TikTok’s creative partners are a powerful resource that brings expert strategies to help brands further connect their communities on TikTok.”
So what’s on offer? In short, there are a lot of them. One of Symphony’s most exciting features, digital avatars, allows brands to deploy licensed AI-generated talent in multiple languages, gestures, and formats.
Powell acknowledged that avatars could elicit mixed reactions depending on the market and category.
“There is already strong acceptance of digital avatars in some Asian markets,” he says.
“But again, the principle holds true: Don’t kill the golden goose of authenticity. Technology is most effective when it supports creators, rather than replacing them.”
The development comes as creator-led marketing continues to outpace broader advertising growth across Asia Pacific.
Recent TikTok research shows that viewers prefer authentic content over slick branded ads, and creator formats play a larger role in consideration and purchase behavior. Powell said Symphony’s integration will be positioned as infrastructure for that transition.
“Brands don’t think of platforms in isolation; they think of creator marketing as a broader challenge and opportunity,” Powell said.
“Our vision is to be the connection point where brands and creators can understand what works across each platform, from creator to format to performance.”
“When we have the opportunity to integrate something like TikTok Symphony, it’s incredibly exciting. This is the infrastructure for creator marketing to evolve, making it faster, more scalable, and more connected to performance.”
