TikTok unveiled a suite of new AI and automation tools for advertisers at its TikTok World event, aimed at making it easier for brands to create effective ads at scale on the viral video platform.
The general picture. TikTok is leaning towards AI and automated advertising technology as it seeks to establish itself as more than just a media platform, but a key “business partner” that drives sales and ROI for brands.
Summary of new tools. Four tools to consider:
TikTok One – A centralized hub that gives advertisers access to creators, creative tools, partners and measurement capabilities.
TikTok Symphony – An umbrella for TikTok’s AI advertising tools, including support for: Scripting Video production Optimizing creative assets
Automatic ad optimization. Use AI to optimize ad creative, targeting, budgets and more to achieve set campaign goals such as purchases or awareness.
TikTok Store Automation. AI tools to optimize ad spend, bids, creative and other e-commerce costs for TikTok Shop ads.
Why we care TikTok is a powerful platform to drive sales and ROI. These new AI and automation tools can significantly improve ad creation and effectiveness.
What they are saying Adrienne Lahens, TikTok’s global head of creator marketing solutions, said:
“We are building for the future of creativity and we invite brands to come try and learn with us.”
First results An Ohio Wellness Brand Pilot TikTok Store Automation TikTok claims the tools saw 136% higher sales and four times higher ROI, while saving 10 hours per week.
US ban. TikTok declined to comment on whether advertising has been affected by the threat of a possible US ban over data security concerns.
The bottom line. TikTok is making an aggressive push into AI-powered ad automation as it tries to position itself as an essential sales and marketing channel that rivals Google and ad tech players.
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About the author
Anu Adegbola has been a paid media editor for Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career began with
deliver digital marketing campaigns (primarily but not exclusively Paid Search) by creating strategies, maximizing ROI, automating repetitive processes and making all marketing departments efficient through inspirational leadership both on the agency, client and marketing technology side.
Outside of Search Engine Land article editing, she is the founder of the PPC networking event: PPC Live, host of weekly podcast PPCChat Roundup, ibRand Evangelist at ClickTech.
He is also an international speaker with some of the stages he has presented being SMX (USA), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Live Chat, AdWorld Experience (Bologna) and more.
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