TikTok has introduced Smart+, an AI-powered advertising tool designed to enhance ad revenue and compete with Meta’s Advantage+ and Google’s Performance Max. This new tool fully automates the ad-buying process, from creative development to targeting optimization.

Smart+ gives marketers the flexibility to let TikTok’s AI create and manage ads or take control at specific stages of the process. Advertisers can use Smart+ to create and optimize ads and either manage campaigns themselves or hand over control to AI for delivery.

Early results show promising outcomes. A Ray-Ban beta campaign using Smart+ saw a 50% reduction in cost per acquisition, a 47% increase in conversion rates, and a 42% rise in return on investment. On average, advertisers using Smart+ for web campaigns improved return on ad spend by 53%.

TikTok aims to strengthen its position in the advertising market by focusing on privacy-enhancing technologies and data security. While TikTok’s projected ad revenue for 2024 is $22.32 billion, it is expected to grow by 27.3% by 2025, reaching $28.42 billion, helping close the gap with competitors like Meta.

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