TikTok is introducing generative AI tools for Southeast Asian marketers to streamline content creation and boost e-commerce capabilities. 

The platform, which boasts over 325 million users in the region, unveiled these solutions at its TikTok Unboxed Malaysia event on October 14.

The company’s new creative AI suite includes TikTok Symphony and TikTok One. 

Symphony offers an AI-powered video editing suite to simplify script writing, video production, and asset optimization. One is a centralized hub for TikTok’s creative tools, providing access to nearly 2 million creators, agency partners, and insights.

TikTok cites a BCG study that found generative AI can reduce production costs by 5-15%. The company positions these offerings as a way for businesses to scale creative production while developing content that resonates globally.

In addition to the AI suite, TikTok releases an e-commerce playbook outlining growth strategies based on successful sellers in the region. Key tactics include:

1. Identifying “Hero SKUs”: Products that gain significant traction, often driven by creators. Data shows a 36% increase in orders when an SKU reaches an average of 30 daily orders over 30 days.
2. Combining TikTok Shop Ads: Using Product Shopping Ads, Video Shopping Ads and LIVE Shopping Ads in tandem reportedly delivers 2.4 times GMV growth compared to using only two ad formats.
3. Leveraging TikTok’s Business Accelerator: This tool on Seller Center offers shop diagnostics and tailored recommendations.

“We want to showcase how brands can drive growth and build meaningful connections with their audiences,” said Delilah Chan, Head of Partnerships for Singapore, Malaysia, and Indonesia at TikTok, in a news release.

Earlier this month, reports emerged that ByteDance’s TikTok laid off approximately 500 employees in Malaysia as part of a global shift towards increasing the use of AI in content moderation. 

Most of the affected staff in Malaysia were involved in content moderation operations. Employees were notified of their dismissal via email.

The job cuts came as technology firms face increased regulatory pressure in Malaysia. 

The Malaysian government has requested social media operators apply for operating licenses by January 2025 to combat cyber offenses, as there has been a significant increase in harmful social media content.

In response, the Malaysian Communications and Multimedia Commission introduced measures to combat rising cyber offenses in July.