TikTok upgrades AI capabilities at Advertising Week – eMarketer

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The news: TikTok announced several upgrades to its AI-powered portfolio at Advertising Week New York on Wednesday.
TikTok’s strategy: TikTok is betting on the power of its AI tools to solidify its leadership in short-form video as the market becomes more saturated.
Why now? While a US TikTok ban seems to be off the table, there’s lingering uncertainty surrounding the app because of the vagueness of President Donald Trump’s sale terms. While Trump signed an executive order to keep the app operational under new US ownership, advertisers remain concerned that new ownership could erode the user experience and make TikTok a less effective place for brands.
Accelerating its AI investment through tools designed to make advertising on the platform simpler and more effective could help curb some of these concerns until there’s more clarity around the deal’s consequences for advertisers.
What marketers can do: Use the new tools to increase creative control and drive results with key audiences—but keep in mind that the app’s future in its key market could change ad effectiveness, regardless of what tools the platform offers.
Diversifying into platforms like Reels and YouTube Shorts is necessary, as new ownership could reshape how consumers interact with TikTok, like how X’s user experience changed under Elon Musk’s ownership. But even with that uncertainty, TikTok is the dominant name in short-form video and a critical place to connect with younger demographics. Continuing to invest—while keeping an eye on audience behaviors—will protect brands.
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