The news: TikTok pushed further into AI with its features and automations for advertisers announced at TikTok World 2026. 

• Creator AI Search: Within TikTok One, AI can match campaign briefs with creators and deliver a curated list of top matches.
• Reference to Video: Brands can prompt AI to insert images and products at exact moments in genAI videos.
• Auto Selection and Summaries: All of a brand’s ad creative is now centralized in Smart+, and AI chooses which assets will perform best. AI analyzes campaign performance and delivers optimization strategies. 
• GMV Max: Additions optimize for ROI by incorporating affiliate commissions, fees, and more.
• Ads Model Context Protocol Server and Ads Skills: Developers can create agents and tools for ad campaign management and workflows.

Zooming out: TikTok is focusing on AI integrations and new features as other social media platforms and even streaming services push further into its territory.

• Meta is working on AI shopping agent integrations in Instagram that could help it better compete with TikTok Shop.
• Amazon, Netflix, and other streamers are developing vertical video feeds, increasing competition with TikTok’s once-unique value proposition. 

TikTok’s automations will simplify campaigns for advertisers, but new consumer-facing features, like TikTok GO for travel, are imperative to keep users engaged and on its platform amid a sea of competition.

Recommendations for brands: Despite fragmentation among social platforms and relentless competition, TikTok is still No. 1 with Gen Zers. We forecast that TikTok will have 1.32 billion global users in 2027, and its AI additions are aimed at helping advertisers stay top of mind with that massive audience.

Getting started:

• A/B test TikTok’s AI features against current campaigns to determine the value. If they top current metrics, invest more resources to optimize the AI tools.
• Partner with AI-recommended creators to reach more Gen Zers where they will be in real life, not necessarily where they are online. Sponsor in-person events and develop OOH campaigns to catch up with Gen Zers at malls and festivals as they prioritize phone-free time.