On October 7, 2025, TikTok rolled out major improvements to its Smart+ ad campaigns, and for once, the update actually addresses advertisers’ biggest complaint: lack of control.

TikTok’s Smart+ campaigns have been relying heavily on AI to optimize ad performance based on in-stream conversions and user activity. And while many advertisers have seen solid results, the “set it and forget it” approach doesn’t sit well with marketers who want to understand —and control— where their budgets go. Enter the latest update: AI automation with an override button:

1. Module-by-Module Customization
Advertisers can now precisely customize automation in Smart+ campaigns. Want the AI to handle targeting but prefer to control your budget manually? Done. Trust the algorithm with creative optimization but set your own bid strategy? You got it.

2. Improved Measurement and Split Testing
TikTok is also upgrading its measurement tools, giving advertisers the ability to customize split tests. This means you can finally answer those burning questions: Is it the creative that’s performing well, or the targeting? Does that Gen AI video actually drive more conversions than your in-house production?

3. Symphony Creative Tools Integration
TikTok is also integrating its Symphony Gen AI tools directly into Smart+ campaigns with two key features: Recommended Creatives and Automatic Enhancements. These include resizing videos for optimal viewing, swapping out music to match trends, translating and dubbing content for different markets, and improving overall video and image quality.

What’s cool about these updates is that you don’t have to choose one or the other anymore. You can mix and match based on what makes sense for each element of your campaign.

You can read more here.