TikTok unveils full-funnel ad tools and AI insights to solidify role as marketing powerhouse

TikTok is doubling down on its pitch to advertisers, presenting itself not just as an entertainment app, but as a comprehensive, full-funnel marketing platform. At its annual TikTok World summit, the company unveiled a suite of advanced tools powered by artificial intelligence, designed to guide brands from initial discovery to final conversion — and everything in between.

Facing ongoing scrutiny over its ownership and a looming ban in the United States, TikTok continues to operate as though it’s here to stay, investing heavily in its ad tech infrastructure to compete with legacy platforms like Meta and Google. Despite political pressure, TikTok’s top 10 advertisers in the U.S. have increased spending by 10% compared to the same period last year, and the platform is projected to hit $32 billion in global ad revenue in 2025, assuming it avoids an outright U.S. ban.

One of TikTok’s major announcements was Market Scope, a tool positioned as a first-of-its-kind analytics platform. It provides real-time insight into where potential customers are within the purchasing funnel — awareness, consideration, or conversion — and identifies which paid and organic touchpoints are most effective at driving them toward a purchase. Already live in parts of Asia, Market Scope is being tested in the U.S., Europe, and Latin America.

To support campaign strategy and automation, TikTok also unveiled an AI-powered search center integrated into its ads manager. This new platform offers features such as keyword planning, creative previews, and budget recommendations, aiming to simplify the ad-buying process and bolster search-focused marketing efforts. The product is expected to roll out globally by the end of the year.

TikTok’s latest moves reflect a broader industry shift toward AI-driven marketing. One of its new tools, Insight Spotlight, delivers granular data to advertisers about user behavior, demographic trends, and emerging content topics. It can recommend highly specific strategies, such as advising a health brand to target English-speaking women with content related to hormonal health, including specific keywords for maximum reach.

Advertisers will also benefit from a revamped Content Suite, a centralized platform that aggregates brand-related user-generated content. Marketers can now easily browse relevant influencer videos and request usage rights within the app, streamlining what was previously a fragmented process conducted via direct messages or third-party platforms.

These AI capabilities are being integrated into TikTok’s Smart+ and GMV Max products — the platform’s counterparts to Google’s Performance Max and Meta’s Advantage+. Features like catalog ads, affiliate-driven creatives, and enhanced brand safety options are being layered into these systems to attract performance-driven advertisers.

The timing of TikTok’s innovations coincides with a period of significant risk. With only 15 days remaining before the expiration of its latest U.S. extension deadline, questions still linger about the platform’s future in one of its largest markets. Despite this, TikTok continues to project confidence. The new product rollouts and increased advertiser spend suggest that many brands are betting TikTok will remain part of the digital marketing landscape.

Still, some advertisers remain cautious. While AI tools promise efficiency and relevance, concerns persist about over-automation and the potential loss of creative authenticity. Others worry about TikTok’s level of control over campaign execution and data access.