TikTok Launches AI-Powered Smart+ Platform for Automated Ad Campaigns

The new platform aims to streamline ad creation and targeting, enhancing performance and return on investment for advertisers.

TikTok's Smart+ platform automates the ad campaign process from creative development to audience targeting, aiming to simplify and speed up ad management.
The platform offers three main workflows: Smart+ Web Campaigns for driving website traffic, Smart+ App Campaigns for app installs, and Smart+ Lead Generation for converting interested users into customers.
Smart+ is designed to compete with similar AI-driven ad tools from Meta and Google, focusing on performance marketing and providing advertisers with flexibility in campaign management.
Internal testing shows that Smart+ can improve return on ad spend by up to 52%, with brands like Ray-Ban experiencing significant reductions in cost per acquisition and increases in conversion rates.
TikTok also introduced GMV Max, an AI tool for merchants on TikTok Shop, which optimizes creative assets and boosts return on investment by enhancing campaign performance across the platform.