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TikTok unveils AI-powered updates at Advertising Week

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TikTok unveils AI-powered updates at Advertising Week

The platform presented improved shopping and product discovery features, as well as expanded ad placement opportunities in the U.S.

TikTok announced new ad updates at its Advertising Week presentation on Monday, including improvements to in-stream shopping and artificial intelligence-powered product discovery, as well as an expansion of its external TikTok Ads Network.

First, TikTok is rolling out a new AI-powered shopping assistant that will help users find what they want via an in-app search.

As shown in this sequence, TikTok’s updated AI shopping experience will let users pose conversational queries in-stream to receive personalized product recommendations.

TikTok said its shopping assistant understands context, remembers user needs, and can quickly find the right product. The system also incorporates real-time information from TikTok sellers, such as sizing, availability and shopping details, to ensure a smooth purchasing process.

The experience will also incorporate Buy Direct, a seamless checkout solution for buying products in-stream, which will simplify the shopping process by enabling users to make purchases directly from the For You feed with one click.

TikTok has been working to make shopping a bigger element of its app for years. This follows the lead of the local China-based version of the platform, called Douyin, which now generates the majority of its revenue from in-stream shopping.

Maybe this more personalized, agentic shopping process will be another step toward realizing TikTok’s wider shopping ambitions.

TikTok also announced Agentic Leads, an automated tool designed to help businesses gather leads via AI-guided conversations.

The option will be available for use via direct messages, and will power new lead agent flows for advertiser-owned websites.


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