To help businesses tap into that engagement and drive results, TikTok are introducing new automation and measurement updates which they announced at Advertising Week New York 2025. These updates give advertisers more control while simplifying workflows — from a unified Smart+ buying experience that can be fine-tuned to fit any campaign goal, to Symphony Automation tools that create TikTok-first ads in seconds, and expanded attribution solutions that show TikTok’s full impact.
TikTok is building automation you can customize and trust. We’ve been listening closely to our advertising partners and developing solutions that combine AI with controls designed for every business need. Through Smart+, Symphony, GMV Max, and our vertical solutions, brands can move from manual to meaningful—turning attention into action while seeing the real impact of their investment.
-David Kaufman, Head of Product and Client Solutions for North America at TikTok
Performance advertising on TikTok is evolving with Smart+. TikTok is rolling out a more unified and flexible ad buying experience where advertisers can fine-tune their campaigns with new levels of control across targeting, creative, and budget. Updates include:
- Automatic Enhancements: enables advertisers to optimize the performance of their videos with Gen AI by resizing the video, refreshing the music, translating and dubbing, or improving the overall video and image quality.
- One Buying Experience: A single Smart+ performance advertising flow where advertisers can tailor to full automation, partial automation, or fully manual.
- More Control: Advertisers can customize campaign automation and adjust targeting, budget, and creative module-by-module.
- Customized Measurement: Advertisers can further customize their split tests on a granular level to see what performs best and is driving results.
- Symphony Automation: We are integrating new Symphony creative tools within Smart+ that give advertisers a smarter and faster way to create and optimize their performance content.
- Recommended Creatives: allows advertisers to quickly select historical or Symphony Gen AI videos created based on what TikTok predicts will perform best for their campaign.
- Automatic Enhancements: enables advertisers to optimize the performance of their videos with Gen AI by resizing the video, refreshing the music, translating and dubbing, or improving the overall video and image quality.
TikTok are also enhancing their GMV Max solution to deliver more creative insights and reporting to advertisers ahead of the key shopping season – starting with Creative Hub for GMV Max. Creative Hub gives sellers more visibility into which creative and creators are driving results. The hub shows more granular, streamlined and customizable reporting on performance across campaigns, products and creators, helping to improve overall sales while optimizing spend.
