The outline is simple but difficult. Connect more authentically with a wider audience, faster, and with fewer resources. That’s what made AI a lifeline. Nine out of 10 executives now believe AI will drive growth and transform innovation, according to a 2025 study on performance automation by TikTok and NewtonX. The question is not whether to use AI, but how to use it well.
TikTok’s answer is to build tools that empower marketers to be more inventive. Advertisers want a system that frees them from repetitive tasks, increases their ability to see performance signals, and speeds creative adaptation across markets and formats. “Technology, and AI in particular, is helping brands understand their audiences in real-time, instantly adapt creative across markets, and focus investments where it matters most,” said Sofia Hernandez, global head of business marketing and commercial partnerships at TikTok.
TikTok’s AI-powered tools include: symphony The suite automates parts of the creative process, from scripting to video production to asset optimization. smart+ Automate and optimize various aspects of campaign management, including targeting, bidding, and reporting. And for sellers using TikTok Shop, there are tools like: seller assistant, Maximum total transaction amount AI-generated product information helps localize, test, and refine offers at scale.
“AI is about improving creativity and performance for brands and businesses,” says Hernandez. “Tools like the Symphony suite and Smart+ are designed to give every marketer, not just the largest teams, access to high-performing content.”
