TikTok unveils new AI powered tools at World Summit 2025
TikTok is positioning itself as more than just an entertainment platform, aiming to be a complete solution for advertisers targeting every stage of the consumer journey. At its fifth annual TikTok World summit, the company introduced several tools designed to enhance its appeal to marketers.
One major addition is TikTok Market Scope, an analytics platform offering real-time insights into user engagement across the marketing funnel. This tool helps advertisers identify where users are in their decision making process. Whether it’s awareness, consideration, or conversion, to tailor their strategies accordingly. Although it’s only live in parts of Asia, testing is underway in the EU.
TikTok also launched a new AI-powered Search Center within Ads Manager, helping advertisers plan and execute search ads more efficiently. Providing keyword suggestions, creative previews, and management tools to better integrate search behaviour into campaigns.
Another key feature is Insight Spotlight, which uses AI to analyse trending content and audience behaviour. It delivers tailored content recommendations based on industry and demographic trends. This move recognises TikTok’s growing use as a search engine, as more users are using the search bar as soon as they open the app.
Additionally, TikTok introduced Content Suite, a tool that simplifies turning user-generated videos into ads. It centralises video selection and permissions, making it easier for brands to create authentic and engaging content.
It's safe to say that TikTok is no longer just an entertainment platform. It’s evolving into a powerful space for advertisers. With a wave of new updates and optimisations, TikTok is making a strong case for deeper investment. The platform is positioning itself as a full-funnel solution, aiming to drive results at every stage of the funnel. For advertisers, the message is clear, TikTok wants your budget, and they are building the tools to prove it's worth it.
