TikTok has launched Ads Assistant, a new AI-powered tool designed to assist advertisers in handling campaign processes from setup to reporting. According to the company, Ad Assistant is built to support advertisers across every step of their journey, including setup, optimization, diagnosis, and performance monitoring. The company announced the rollout during its annual Advertiser World Summit. 

Ad Assistant is available inside TikTok Ads Manager. It offers tailored responses and suggestions based on advertiser prompts. For example, marketers can ask: “Why isn’t this ad spending?” or “How do I boost conversions?” The assistant will respond with context-aware recommendations. They can then act directly from the chat interface, such as pausing underperforming ads, swapping in lookalike audiences, or adjusting bids and schedules.

The new tool is powered by TikTok’s large language model (LLM) and is currently available in English to advertisers worldwide, with additional languages expected soon.

Advertisers can engage with the tool by clicking on the Ad Assistant icon or responding to smart prompts while working inside Ads Manager. According to TikTok, dvertisers retain full control over how the tool works. They can verify every action taken and navigate to specific pages to approve or adjust results.

TikTok is also adding new ad features and updates, including Search Ads Center, campaign optimization, real-time insights, and AI-generated ad recommendations.

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TikTok adds Search Ads Center to Ads Manager

TikTok is rolling out a Search Ads Center inside Ads Manager. It provides keyword suggestions, creative previews, and negative keyword filtering.

TikTok aims to help brands target users who treat the platform as a discovery engine, similar to search engines. Search Ads Center enables advertisers to access new keyword suggestion tools and measurement options tied to search behavior.

Insight Spotlight and Market Scope for audience data

TikTok is also introducing Insight Spotlight, located within TikTok One. This feature lets advertisers filter audience behavior by demographics or industry to see what types of videos are trending among their target audiences.

According to TikTok, Insight Spotlight will provide AI-generated ad suggestions based on up-to-date insights into user behavior and brand perception.

The platform is also adding Market Scope, another analytics feature that provides a visual dashboard mapping out where users are in their buying journey. TikTok says marketers can use this to understand how their campaigns are performing across different funnel stages.

Mid-funnel focus with Brand Consideration Ads

TikTok is rolling out Brand Consideration Ads. This campaign objective is designed to engage users who are already exploring or interacting with content. It targets users who are showing signs of interest but haven’t converted yet.

The company says Brand Consideration Ads draw from TikTok's first-party signals, including user activity, creator content, and brand interactions.

TikTok Shop integration

TikTok is also adding a direct link between branding ads and TikTok Shop. This integration gives advertisers a way to turn awareness into immediate product engagement. With this update, viewers can be directed from an upper-funnel ad straight to a product detail page or homepage.

Smart+ and Catalog Ads bring automation to creative and targeting

TikTok’s automated media buying tool, Smart+, now works with Symphony, TikTok’s generative AI suite. Advertisers can use these tools to localize videos with features such as AI dubbing and automated creative generation.

Smart+ is now also paired with Catalog Ads, which display multiple products in one format. TikTok says this allows marketers to automatically turn product feeds into shoppable ad units, which can be shown to users who are already displaying purchase intent.

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