TikTok isn’t slowing down. If anything, it’s speeding up—rolling out a fresh wave of smart ad tools powered by automation, all while its U.S. future hangs in the balance.
Instead of pausing for politics, the social media giant is pushing deeper into AI-powered advertising, particularly through its Smart+ placement system. This pivot isn’t just bold—it signals a shift in how brands can connect with audiences more intelligently and less manually.
TikTok Pushes Ahead with AI Ads Despite U.S. Pressure ( Image Source: Silicon UK )
Smart+ Makes Advertising Smarter, Not Harder
At the heart of this evolution is Smart+, a tool designed to make campaign setup easier and performance stronger. Rather than manually fine-tuning each part of a campaign, advertisers can now rely on TikTok to handle the logistics—like who to target and where to place the ad—for them.
Brands still have the reins. They can set specific goals, like return on ad spend (ROAS), and TikTok’s system works behind the scenes to try and hit those targets.
It’s a welcome relief for marketers who are short on time and working with tight budgets.
Search Ads Join the Line-up
One of the biggest additions is search ad integration. TikTok now allows brands to show up in users’ search results, not just in their feeds. That means if someone types in “crypto wallet” or “best skincare products,” relevant ads can now appear at the top—much like Google’s approach.
This move aligns with TikTok’s broader ambition: to become a search-driven discovery platform, not just a place for viral videos.
Advertisers Shrug Off U.S. Ban Concerns
Even with a potential U.S. It’s a welcome relief for marketers who are short on time and working with tight budgets. Quite the opposite.
Reports show that U.S. ad spend on TikTok climbed to over $580 million in May 2025, marking a 76% increase from the year before. Brands clearly still see value—and results—even as questions swirl around the app’s long-term status in America.
Why? Because TikTok works. Its blend of creativity, influence, and data-backed precision remains unmatched for reaching younger, digitally native audiences.
Why do you think the US has been pushing ahead with the ban of TikTok in the USA?
Does this show the USA’s nimbleness and resilience towards good tech and good businesses? Or does it have some other plans? https://t.co/wGzA9u4pnG
— dexgamer (@DexgamerSocial) June 30, 2025
Less Guesswork, More Control
TikTok’s push into AI advertising doesn’t mean giving up creative control. The platform allows marketers to customise key elements, from creative content to audience focus. It’s not a full surrender to automation—it’s a smart balance.
Here’s what brands can now do with TikTok’s updated Smart+ tools:
- Optimise spend with Target ROAS
- Let TikTok handle dynamic ad placements
- Tap into Audience Suggestions (now in beta) to uncover new audience types
- Target based on device usage
- Track real-world sales using offline conversion tools
It’s automation with flexibility—giving brands the scale of machine learning without losing the human touch.
Aussie Brands Are Already On Board
Picture a boutique skincare brand in Brisbane launching a new serum. With Smart+, the brand can create a few short-form video ads and let TikTok figure out who’s most likely to click, watch, or buy.
No spreadsheets. No endless tweaking. Just quick insights and real-world results.
That’s what makes these tools so attractive—not just for massive corporations, but for lean startups and solo marketers as well.
Also Read: The Urgent Need for Global AI Oversight: Why Action Can’t Wait
TikTok’s Timing Is Strategic
TikTok isn’t the only one leaning into automation. Meta’s Advantage+ and Google’s Performance Max are similar pushes toward hands-off ad optimisation. What sets TikTok apart is its ability to blend that automation with content that feels fresh, personal, and interactive.
And the timing? It’s tactical. By proving its platform drives measurable results for businesses, TikTok is not just courting advertisers—it’s defending its presence in key global markets.
What’s Next for TikTok Ads?
Here’s what’s rolling out soon:
- Search ads will become a default feature in all Smart+ campaigns
- More tools—like Audience Suggesters and offline sales tracking—will roll out broadly
- Brands in crypto, fashion, food, and e-commerce are expected to increase their spend
- The platform is preparing for any outcome post-September, without losing momentum
Even as it faces regulatory tension in the U.S., TikTok is building the future of social advertising. And that future is looking increasingly intelligent and automated.
Final Thoughts: A Bold Bet That’s Paying Off
TikTok is gambling on innovation—and it appears to be paying off. Advertisers are spending more. Tools are getting sharper. And the platform is doubling down on features that marry creativity with data.
For brands—big or small, Aussie or global—it’s an open invitation to adapt. If you’re not using TikTok AI ads yet, the gap between you and your audience could be growing wider.
While lawmakers debate, TikTok is building. And for now, the message is clear: the scroll isn’t stopping any time soon.
