TikTok Introduces Smart+: AI-Driven Solution For E-Commerce Performance Campaigns

Smart+ relies heavily on automation, machine learning and predictive AI to manage campaign delivery, budgeting, targeting and creative optimisation. Manual inputs remain available, but the system is designed to make most optimisation decisions autonomously, with the objective of improving ROI, lowering operational effort, and mitigating creative fatigue.

Automated-First Campaign Structure

Advertisers can choose between:

• Fully automated campaigns, where budget allocation, audience selection and optimisation are handled primarily by AI through Campaign Budget Optimisation (CBO).

• Manual campaigns, which allow greater control at ad group level, though with significantly less reliance on Smart+ automation.

Lifetime budgets are also available within fully automated campaigns, further reducing the need for ongoing manual adjustments.

Asset Groups And Catalogue-Led Optimisation

Within Smart+, advertisers can create multiple asset groups (ads) inside a single ad group. This enables the system to automatically test and prioritise different creative formats, messaging variations, product sets and destination URLs.

When a product catalogue is connected, Smart+ uses catalogue signals to dynamically optimise delivery based on predicted performance.

Bulk Management For High-Volume Advertisers

For brands and agencies operating at scale, Smart+ includes Bulk Import & Export functionality. Campaigns, ad groups and ads can be created or edited in bulk using Excel or CSV files, supporting faster deployment while maintaining consistency across large advertising accounts.

Implications For E-Commerce Advertisers

Smart+ reflects a clear shift towards AI-led performance marketing on TikTok. For e-commerce brands, this translates into fewer manual optimisation tasks, faster learning phases and a higher share of automated decision-making, while still retaining limited strategic controls where required.