TikTok has introduced enhancements to its AI-powered Smart+ ad options and ad performance tracking tools to help brands optimize campaigns during the holiday season. These updates, announced at Advertising Week New York 2025, focus on providing advertisers with more control, simplified workflows, and measurable impact through automation and improved measurement solutions.
Automation Enhancements
TikTok’s new automation features aim to save advertisers time and improve precision in achieving business outcomes. The platform now offers a unified Smart+ buying experience that allows advertisers to customize campaigns with varying levels of automation—from fully automated to manual control. Key updates include:
- One Buying Experience: A single Smart+ flow adaptable to full, partial, or manual automation.
- More Control: Customization of campaign automation, targeting, budget, and creative elements on a module-by-module basis.
- Customized Measurement: Granular split test customization to identify top-performing elements.
- Symphony Automation: Integration of Symphony creative tools within Smart+ for faster creation and optimization of TikTok-first ads.
- Recommended Creatives: Quick selection of historical or AI-generated videos predicted to perform best.
- Automatic Enhancements: AI-driven video optimizations such as resizing, music refresh, translation, dubbing, and quality improvements.
Additionally, the GMV Max solution is enhanced with Creative Hub, offering sellers detailed insights into which creatives and creators drive results. This hub provides granular, customizable reporting across campaigns, products, and creators to improve sales and optimize spending.
Driving Measurable Results
TikTok emphasizes its role in the entire purchase journey, with 70% of users discovering new brands on the platform and 61% making purchases after seeing TikTok content. To help advertisers measure TikTok’s full impact, the platform is expanding its Attribution Portfolio with:
- Third-Party Optimization: Seamless integration with third-party tools like Google Analytics, showing an average 54% increase in conversions and 27% decrease in Cost per Action during early tests.
- Assisted Conversions: Tracking conversions that occur after users view TikTok ads and then purchase via other channels, capturing over 25% of TikTok-attributed conversions that would otherwise be missed.
These updates support advertisers of all sizes by combining AI automation, creative tools, and comprehensive measurement to maximize campaign effectiveness and demonstrate TikTok’s influence on discovery, consideration, and purchase.
