TikTok Launches Ad Assistant to Provide Real-Time Guidance and Support for Paid Media Campaigns
TikTok / TikTok Ad Assistant
TikTok launched Ad Assistant, an AI-powered tool that guides advertisers through campaign setup, optimization, and reporting—all within the Ads Manager platform.
Advertisers can activate the assistant by clicking its icon or responding to prompts while managing campaigns. It offers strategic recommendations and can take action on their behalf, including suggestions for targeting, bidding, and more based on campaign goals.
It also optimizes campaigns in real time by:
Pausing low-performing ads
Adjusting budgets
Swapping creatives
Diagnosing issues like low spend
Why It Matters: Paid media can be complex and time-consuming. Ad Assistant reduces that burden by simplifying campaign management, offering real-time support, and helping advertisers make smarter, faster decisions.
As paid media becomes more integrated into influencer marketing, this tool is especially valuable for social media managers and influencer marketers, particularly those who are new to paid campaigns or short on time.
This launch comes amid reports that Meta plans to fully automate ad campaigns, a move that has raised concerns among agencies. While TikTok may eventually follow suit, it currently emphasizes that Ad Assistant is built to assist humans, not replace them.
It’s also worth noting that TikTok recently introduced an AI assistant for TikTok Shop sellers, around the same time that it conducted layoffs across its e-commerce team.
