TikTok adds AI-picked creatives and keyword packs to its ads

Search ads get two changes. Impression share metrics now show what portion of eligible auctions a keyword won, including the top slot. The Keyword Suggestion Tool can also hand over pre-built bundles of brand and category keywords, refreshed every day using competition, cost per click and search volume and “backed by TikTok’s machine learning models”. Search Engine Journal points out that TikTok leaves two things unsaid: how the terms in a brand pack are chosen, and which markets get the packs.

For shops, GMV Max Pro widens the automated campaign type so it also weighs platform commission, affiliate fees and coupons against a sales goal, and Growth Autopilot balances ad and coupon spend for new products against a seven-day return target. Web traffic ads gain AI-written call-to-action buttons and up to 35 promotional offers, which the system can pull from Shopify.

TikTok does not say which tool makes the AI-generated assets Smart+ proposes; for its own generative suite, Symphony, our rights sheet marks paid-ads use as unclear because the Creative GenAI terms sit behind a TikTok Ads login (checked 24 October 2026).

An advertiser who picks the check-before-live setting in Smart+ at least sees each AI-generated asset before it runs, while the terms for TikTok’s own generative tools still cannot be read without an Ads login.