Mansi Jayakumar
Linkedin
Sr Product Marketing Manager, Linkedin Jobs
https://lnkd.in/e6nEnHFk
Monique Manso
Essence
Vp of Sales West Coast
https://lnkd.in/eWe5wtYM
Walt Cheruk
Sightly
Account Executive Midwest
https://lnkd.in/exJJqzBy
TikTok has introduced Smart+, an AI-powered tool designed to assist advertisers through all stages of the marketing funnel. By allowing marketers to input targeting goals, budgets, and assets, Smart+ automates the process of creating, optimizing, and placing ads, ensuring that the best ad reaches the right customer at the ideal time. TikTok positions Smart+ as a user-friendly, cost-effective solution, reducing the effort required for brands to advertise on the platform, especially for smaller brands with limited budgets.
Smart+ follows the release of AI-powered advertising tools from competitors such as Meta’s Advantage+ and Google’s Performance Max, both aimed at automating ad creation and buying processes. The demand for AI in advertising is rising, with 65% of US marketers now using or experimenting with generative AI, according to an August Adobe survey. However, the US lags behind markets like India, where 92% of marketers report using AI tools.
Despite the promise of AI-driven solutions, similar tools have faced criticism. Meta’s Advantage+ tool was accused of inflating costs, with some advertisers reporting a 10x increase in ad spending without better returns. TikTok’s uncertain legal status in the US also casts doubt on Smart+’s future. The platform is currently involved in legal battles against the Biden administration’s proposed ban, adding a layer of uncertainty to the launch of its AI ad tool.
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