TikTok will unveil its myriad updates, including updates in its AI creative tools, improved ad automation options, new ad types, and more, during its TikTok World 2024 event.
Its launch includes a "creative AI suite" for ad partners, called "Symphony", that will allow TikTok ad partners to get AI help in writing scripts, producing videos, brainstorming ideas, etc.
The tool essentially takes all of TikTok's existing AI tools and puts them into one platform; it will even generate video promotions based on your existing assets.
To be clear, most, if not all of these functions already exist: TikTok launched its AI ad script generator last June, its Creative Assistant tool - which can brainstorm ideas - last September, while it's been working on translation tools for some time. The AI creative elements, which are part of its Creative Center tools, would just basically bring all those elements into one platform and make it easier to use them all in one place.

Which would still be useful, don't get me wrong, but the specific features are not as new and flashy as they look.

Along the same lines, TikTok also unveiled a brand-new, all-in-one home for all of its marketing tools, which it's calling "TikTok One."
TikTok One will more effectively connect the spread of tools under the TikTok umbrella, essentially replacing the current Creative Center and adding in other elements of production.
Brands will have access to this one-stop-shop with which to connect to TikTok creators, production partners, and insights such as TikTok Creator Marketplace and TikTok Creative Challenge. Advertisers will be able to access nearly two million creators through this platform to discover the best agency partners and leverage the creative tools to implement and scale successful TikTok campaigns-from a single log in.

Having everything in the one place will make formulating your TikTok campaigns easier and could potentially be a useful integration.

TikTok says TikTok One will launch later this year.

In ad performance tools, TikTok's also improving its predictive AI and machine learning tools for ad targeting to drive better campaign results.

It will choose the best creative asset, the appropriate audience, and present the right ad to the right customer at the right time, all led by advertiser objectives.

It's also launching marketing optimization solutions for TikTok Shops, which will deliver automation solutions for bidding, budgeting, ad management, and creative for TikTok Shop products.

And there is finally "Unified Lift," where the company compiles all of its preexisting campaign measurement functions under one performance measurement:

"[Unified Lift will] arm advertisers to maximize with confidence the return of their investments on TikTok. Unified Lift combines the strength of Brand Lift Studies and Conversion Lift Studies to give businesses a comprehensive view of their total TikTok campaigns' impact."

TikTok has also outlined at this event two new ad products:.

The first is called "Interactive Add-Ons for TopView," which enables advertisers to add "pop-out elements" and countdown stickers into their Top View campaigns.

TikTok's also adding "Duet with Branded Mission," through which it enables brands to invite TikTok creators to Duet with their Branded Mission videos, helping to boost engagement and participation.
In fact, there are some interesting additions here. Most of the announcements, as noted are really just streamlining the existing TikTok ad tools. Which again, is helpful in itself but there isn't as much new stuff as it may seem on initial viewing.

It will make working with TikTok's various ad tools easier, and it will help to get more brands tapping into its more advanced AI creation assistance tools.

Okay, so meaning that I would still not allow AI to make all or most of my campaign, but with the intervention of human input, there are some very useful and valuable tools in here.