TikTok just rolled out a new suite of updates to its AI-powered Smart+ campaign system. The updates include auto-select creative recommendations, expanded ad previews, and new manual control features like duplication, draft mode, and bulk editing. 

In other words, TikTok is giving advertisers more ways to let AI do the heavy lifting, while also providing enough control to avoid feeling completely obsolete.

The headliner here is TikTok’s new “Auto-select” feature, which scans your existing ads and creator content from TikTok One, then recommends the best-performing creatives for your brand and campaign goals. If you’re running multiple campaigns or don’t have the bandwidth to deep-dive into TikTok’s “Top Ads” library, auto-select could be a legitimate shortcut.

TikTok is also expanding ad previews within Ad Manager, allowing you to see every possible creative combination before your Smart+ campaign goes live. AI tools are impressive, but they’re also prone to bizarre mistakes. Previewing everything before it goes live gives you a safety net, which is essential when you’re handing creative control over to an algorithm.

Finally, TikTok is bringing features like duplication, draft mode, automated rules, and bulk editing to Smart+ campaigns; tools that were previously only available in manual campaigns.

TikTok’s Smart+ updates are a step forward for advertisers who want efficiency without surrendering total control. Auto-select delivers speed, previews offer safety, and manual controls offer flexibility. It’s a solid evolution of the platform’s AI ad tools.

But it’s also a reminder that automation is only as good as the human using it. 

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