TikTok 面向广告主发布多项 AI 更新

People go to TikTok to watch their favorite creators, discover fresh ideas and connect with their communities. TikTok have built a full-funnel platform that enables brands to show up in those moments. At Advertising Week New York 2026, they are unveiling agentic solutions across every stage of the customer journey and expanding creative potential both on-and-off the platform.

Across Europe, more than 200 million people go to TikTok to discover content, creators and communities that matter to them. That discovery is translating into measurable impact for businesses: independent research by Public First found that businesses advertising on TikTok generated €31 billion in economic value across the EU last year. That momentum is reflected in the latest findings from Kantar’s Media Reactions 2026 report, which ranked TikTok as the #1 platform where marketers plan to increase ad spend in 2027, with 84% of marketers placing advertising on TikTok.

AI is transforming how advertiser content is created and scaled. With our suite of solutions, we bringing together AI, automation, and creativity to help advertisers improve performance while reducing effort. We are enabling advertisers to create work that feels relevant, move at the speed of culture, and drive meaningful business impact.

– David Kaufman, Global Head of Monetization Product Partnerships at TikTok

Turning Discovery into Action

TikTok is where discovery starts. It takes people from their first scroll to a spark of curiosity to an active search for a product or inspiration. Now more than ever, discovery drives action.

TikTok is building new Agentic Commerce shopping experiences that support easy product discovery and frictionless transactions on the platform. As part of this, we’re introducing Shopping Assistant, a conversational AI agent that guides users through their shopping journey. It understands context, remembers user needs, and finds the right products just for them, faster. Built into several TikTok touchpoints, Shopping Assistant provides realtime AI-powered shopping guidance like product details, shipping, sizing, availability and purchasing all within one conversation.

Building with Industry Leading Partners

TiKTok are building tools alongside our partners so brands can plan, build, and execute their TikTok advertising campaigns in the workflow of their choice. TikTok for Business Model Context Protocol (MCP), built on the open Model Context Protocol, allows developers to build AI agents and tools directly on top of TikTok Ads ecosystem to plan, launch, and manage advertising workflows with fewer manual steps. Since launch, the TikTok for Business MCP has seen over 200% increase in advertisers using our MCP for campaign activation and management.

TikTok are now making TikTok for Business MCP available as a connector across several AI platforms and registries, including Claude, Kimi, Manus, Perplexity, Replit, Snowflake, Tencent WorkBuddy, and the IAB Tech Lab Agent Registry.

Expanding AI Automated Capabilities

TikTok are making it easier to run TikTok Search Ads Campaigns by bringing advanced automation to the search ads buying process with the power of Smart+. Search Ads Campaign, powered by Smart+ gives advertisers the flexibility to automate their search ads across keywords and creative, helping to deliver the right ad to the right person to offer the best performance. With extensive keyword targeting, bidding capabilities, and search budget management, advertisers can capture diverse users’ intent across vast search queries and meet them where they are.

They are also introducing Smart+ Creative Selection, a new Smart+ feature that brings together every creative source – from advertisers own assets to Symphony’s AI-generated creatives and even creator content – into one approval workflow, so advertisers can easily approve and activate creative to fuel their performance campaign. The solution surfaces the recommended groups of creatives tailored for the business and campaign objective and gives advertisers full control of what goes live.

And they expanding on GMV Max, the TikTok Shop automated ad solution that helps sellers grow their TikTok Shop gross merchandise value by automating campaign creation and automatically pushing spend behind content that is performing well. It will further improve advertiser profitability by factoring in key business costs – like affiliate commissions, coupons, and referral fees – so advertisers can optimize for a true return on investment.

Innovation Forward

TikTok is the place to connect with audiences through storytelling, and have the right AI tools to help you do it. With agentic discovery solutions, TikTok Ad Network, Smart+, GMV Max, and the ability to build with the agents already part of your workflow, TikTok is offering marketers the tools to identify the right audiences, translate interest into action, and drive measureable business outcomes.

Additional global announcements

In addition to the products already mentioned, we’re announcing new agentic solutions – not yet available in Europe – that make it easier for businesses to turn discovery and consumer intent into action.

As part of their new Agentic Commerce shopping experiences, Buy Direct is a seamless in-app checkout solution that allows users to make purchases directly from a brand without leaving TikTok. The solution simplifies the purchase journey, allowing users to make purchases directly from the For You feed with just one click. To help fuel these experiences, we’re building with trusted commerce platforms and payment providers including Salesforce, Shopify, Shoplazza, Stripe and more.

TikTok are also introducing Agentic Leads, an AI agent for lead generation that, via AI-guided conversations, enables businesses to capture, qualify and convert high-intent, actionable consumer prospects. The solution will be available across multiple surfaces including Lead Agent in TikTok Direct Message and Lead Agent in lead forms on advertiser-owned websites.