A recent development in the advertising space has emerged as TikTok unveiled a new artificial intelligence platform aimed at simplifying the process of ad creation and deployment for users. Known as Smart+, this AI-driven platform automates every aspect of the ad campaign life cycle, from initial creative design to targeting the most suitable audience. The primary goal is to enhance performance marketing, allowing advertisers to effectively gauge the outcomes of their campaigns. Additionally, TikTok introduced its Out of Phone: Retail service, enabling retailers and brands to showcase branded TikTok content within physical store environments.
In a recent announcement, TikTok highlighted innovative advertising solutions designed to facilitate the launching of campaigns at a more budget-friendly rate than earlier possible. These solutions were unveiled during Advertising Week and have drawn particular attention, especially the Smart+ platform. This automation solution promises to execute the entire campaign effectively according to the specifications given by the brand.
Brands are required to provide details regarding their resources, budget, and objectives, after which the Smart+ platform can automatically generate and select the appropriate creative content, identify the ideal audience, and present the ad in a compelling manner to encourage user engagement. It is essential to note that the creative elements are produced using TikTok Symphony.
The social media giant claims that internal tests indicate a significant 52 percent improvement in return on ad spend when utilizing the Smart+ platform. The platform consists of three key AI-driven workflows. The first, Smart+ Web Campaigns, focuses on executing comprehensive ad campaigns aimed at driving traffic to advertiser websites while minimizing the necessary steps to reach them.
This is complemented by a related workflow, Smart+ Catalog Ads, which delivers relevant product suggestions to users according to their hobbies and actions on the app. The second workflow, Smart+ App Campaigns, leverages TikTok’s discovery features to promote app installations and boost conversions.
Lastly, the Smart+ Lead Generation Campaigns workflow enables advertisers to convert engaged audiences—those who show interest in similar products—into paying customers through integrated lead generation tools. To complement these offerings, TikTok has also introduced Out of Phone: Retail, a digital advertising solution for in-store settings. This allows brands and retailers to present both organic and branded TikTok content in physical locations, effectively linking online interaction with in-store purchasing choices.