TikTok Enhances Smart+ Campaigns with New AI Tools and Controls
TikTok has rolled out several updates to its AI-driven Smart+ campaigns, aimed at giving advertisers greater oversight and efficiency in automated ad setups. The enhancements focus on creative optimization, preview capabilities, and operational flexibility within TikTok Ads Manager.
A key addition is the “Auto-select” feature under Creative for Smart+ (currently available for Smart+ App campaigns). This tool scans an advertiser’s existing ads along with eligible creator content from TikTok One, then recommends high-performing creatives tailored to the brand’s objectives. By analyzing past performance data, it predicts how different creative approaches could influence results, enabling automated selection to potentially improve campaign outcomes without extensive manual review.
Advertisers now also gain full visibility into creative variations through expanded ad previews in Ads Manager. As TikTok states: “Smart+ now allows advertisers to preview every possible creative combination before it goes live, directly within TikTok Ads Manager. This upgrade provides full visibility into what will actually run, making it easier to spot errors, make changes, streamline creative approvals, and accelerate iteration.” This addresses common concerns with AI automation by allowing pre-launch checks for accuracy and alignment.
Additionally, Smart+ incorporates features previously limited to manual campaigns, such as duplication of campaigns (including from manual to Smart+ formats), draft mode for saving unfinished setups, automated rules for ongoing management, and bulk editing tools. These additions enable more granular control over automated processes, supporting faster scaling, testing, and adjustments while preserving core AI optimization for targeting, bidding, and delivery.
