TikTok Boosts Ad Appeal with AI and Search at TikTok World

TikTok Unveils AI and Search Focused Ad Tools at TikTok World

TikTok announced several new features designed to attract advertisers at its fifth annual product summit, TikTok World 2025. The platform showcased expanded branding solutions, AI-powered creative tools, automation features, and enhanced search capabilities. These updates aim to improve campaign performance and provide deeper audience insights.

New Tools Empower Advertisers

A key highlight is the new TikTok Market Scope, an analytics platform offering advertisers a comprehensive view of the customer journey. This tool helps marketers understand audience motivations and optimize campaigns across the entire funnel. TikTok also introduced Brand Consideration ads, leveraging user behavior like commenting, searching, and sharing to drive consumers from awareness to consideration.

Enhancements to the TikTok One creative platform include TikTok One Insight Spotlight. This tool uses first-party data to identify trending content and inform more effective engagement strategies. A new Content Suite feature allows marketers to discover and repurpose user-generated content mentioning their brand or products, significantly improving content discovery compared to standard in-app searches.

AI and Search Take Center Stage

Recognizing the growing importance of search, TikTok launched an AI-powered Search Center within its Ads Manager. This platform simplifies search ad buying with keyword suggestions, creative tools, and performance measurement capabilities. TikTok highlighted the increasing use of search within the app, with a quarter of users searching within 30 seconds of opening the app and overall search growth up 40% year-over-year.

TikTok also announced the expansion of its AI-powered tools, including TikTok Symphony, Smart+, and GMV Max. These tools aim to improve accountability, scale, and impact for performance campaigns while enhancing brand safety. Additional updates include new Media Mix Modeling badges for partners and an expansion of the TopView premium ad placement.

These announcements come as TikTok continues to invest in its advertising platform despite ongoing uncertainty about its future in certain markets. The company emphasized its commitment to providing innovative solutions for advertisers to reach and engage their target audiences.