TikTok World ‘26: Turning Discovery Into Business Growth with AI-Powered Innovations, Vertical Experiences and High Impact Brand Solutions

TikTok is where people come to discover what's new, engage with what they love, and take part in what matters to them. We've built a place that audiences love and where brands can transform that interest into action. Along with our partners, we are building tools for advertisers to engineer that magic themselves -- to build, scale, and drive real results.

Today, at the 6th annual TikTok World product summit, we're announcing solutions that integrate strategic applications of AI, enhance creativity, engage audiences, and measure impact effectively. Our latest innovations enable advertisers to organically leverage on-platform discovery, maximize AI-driven insights to activate on the moment between discovery and purchase, and build on customer intent with actionable, measurable plans.

"TikTok is a place where millions of people every day all around the world gather to watch, love, and want what brands have built. The product innovations we are sharing today illustrate how we are integrating world-class AI models, built with transparency and control at the core, to allow advertisers to execute personalized marketing strategies. Together, we are building advertising solutions to deliver reliable, repeatable results to help drive overall business impact," states Isobel Sita Lumsden, Global Head of Business Marketing at TikTok.

Amplify your brand at the moments that matter

People don't just check TikTok, they watch TikTok. To help capture this attention, we have built high-impact ad formats to reach audiences that are tuned in and ready to connect. TopReachis our newest premium ad solution that combines two existing high-visibility placements - TopView and TopFeed - into a single buy to give advertisers the opportunity to reach all available users on TikTok in a single day for key brand moments. Today, we're announcing TopReach Creative Sequencing that allows advertisers to take over both high-visibility ad placements to tell a continuous, narrative right when users open the app.

To enhance discovery and ignite organic conversation on TikTok, we're introducing Branded Buzz which enables advertisers to collaborate with creators on large-scale campaigns, driving millions of views and authentic, organic conversations to amplify key moments. The solution gives brands the tools to generate hundreds of creator videos within a short time period to help create an organic buzz on the platform and drive large scale awareness.

To further capture the high-intent brand attention created by Branded Buzz we're also unveiling Search Hubs which position brand-owned pages at the top of TikTok search results to capture the engagement at the very moment people are ready to discover, learn or shop.

Fueling creativity to drive business growth

TikTok One is our creative command center that brings creators, tools, and agencies together seamlessly within one platform. To facilitate faster, more organic creator partnerships, we're unveiling Creator AI Search within TikTok One, a new creator discovery tool that transforms how brands and agencies find creator talent on TikTok. The tool works by interpreting campaign briefs and analyzing TikTok creator profiles to quickly deliver a curated list of relevant creators to work with, unlocking faster and more efficient AI-powered discovery.

To deliver quality creative at scale, Dreamina Seedance 2.0, ByteDance's next-generation AI video model, is now integrated into TikTok Symphony, our suite of creative AI tools. This video generation model enables consistent, high-quality video creation without the manual fixes that slow down production. Additionally, we're announcing Reference to Video, a new Symphony Creative Studio video generation feature that allows advertisers to prompt the exact images and products they want at specific moments of their video, giving more creative control to their AI generated content.

Optimizing for campaign results

Smart+ is our AI-automated performance solution, that optimizes campaign creation and delivers what works to maximize performance. We are introducing new features including Auto Selection, that centralizes all ad creative -- creator content, product assets, and Symphony-powered creative - and automatically selects what will perform best. Asset Manager is a new centralized commerce management hub that brings together advertisers' product catalogs, data connections, and creative to help simplify campaign setup and launch. We're also introducing an AI-powered Summary feature that evaluates advertisers' campaign performance to reveal deep insights and actionable optimization suggestions.

We're expanding GMV Max, a TikTok Shop solution that automations campaign creation and ad spend optimization, with new pro features that optimize for profit and performance with more seller costs like affiliate costs, coupons, and fees, so advertisers get a clearer view of their return on investment.

To get full-funnel insights into how a brand is performing on TikTok, we are expanding TikTok Market Scope with Industry Analysis, Ecommerce Insights and Creative Insights. These new modules showcase deeper insights within an advertiser's specific industry including competitive context, aggregated user purchasing behavior, creative insights, and what has proven to be successful specific to an advertiser's brand and audience.

Convert attention to action with on-platform experiences

We are expanding into more on-platform advertising experiences that drive discovery into real business growth all within TikTok, starting with travel, entertainment and gaming. These new advertising opportunities make it easier for people to play, watch and book the games, short dramas, and destinations they discover every day on the For You feed.

• TikTok Growth Max is our new advertising solution that enables media companies and game developers to target users to engage with our on-platform entertainment experiences Mini Series and Mini Games. Built into TikTok, these experiences are where people discover, watch, play and purchase episodic mini series and games all without leaving the app, giving brands the opportunity to target highly engaged audiences and create new revenue opportunities.
• TikTok GO Ads is our new ad solution that lets travel advertisers target and convert high-intent viewers, allowing people to discover and purchase their next adventure, all within TikTok. TikTok GO is a one-stop travel discovery and booking experience built directly into TikTok, making it easier for people to find and book the hotels, attractions, and destinations they discover every day on TikTok.

"Travelers are already turning to TikTok for inspiration, and as we look for new ways to meet them where discovery happens, TikTok GO creates a natural path from interest to booking. We're excited to be the TikTok GO Ads build partner and among one of the first to bring this experience to life. We are committed to continue finding innovative ways to connect travelers with the trips they're dreaming about," states Daniel Duckart, Vice President of Growth Marketing at Expedia Group.

Unlocking your build potential

We're introducing the TikTok Ads Model Context Protocol (MCP) Server, a new interface that allows developers and advertisers to build AI agents and tools directly on top of the TikTok Ads ecosystem to help execute advertising campaign development and management without the need for manual intervention. We're also announcing TikTok Ads Skills, a set of building blocks that allows developers to build their own AI tools on top of existing infrastracture to execute key advertiser workflows - such as campaign creation, performance insights, creative analysis, audience discovery, and budget optimization - so developers and advertisers aren't starting from scratch.

The TikTok community drives culture and encourages brands to be a part of it authentically. - and now we have the products and playbook to harness that into a plan that drives business growth on TikTok. To learn more about our product solutions that help brands deliver key business results here.