TikTok launches AI-powered ad tools reaching 200 million European users
At Advertising Week New York 2026, TikTok launched AI-powered advertising tools that will reach more than 200 million users in Europe. The move follows research showing TikTok ads generated €31 billion in economic value for EU businesses last year.
TikTok introduced Shopping Assistant, a conversational AI agent that guides users through product discovery by providing details such as pricing, shipping, sizing, availability and purchase options within a single chat. The TikTok for Business Model Context Protocol lets developers build AI agents that automate campaign planning, launch and management, and since its launch advertiser usage has grown by over 200%. Smart+ now automates search‑ad buying across keywords and creative, while Smart+ Creative Selection aggregates advertiser assets, Symphony‑generated AI creatives and creator content into one approval workflow.
“With our suite of solutions, we bringing together AI, automation, and creativity to help advertisers improve performance while reducing effort. We are enabling advertisers to create work that feels relevant, move at the speed of culture, and drive meaningful business impact,” David Kaufman, Global Head of Monetization Product Partnerships at TikTok said.
TikTok says it operates as a full‑funnel platform that lets brands appear during moments of discovery and purchase. The company states that its new AI tools bring together AI, automation and creativity to help advertisers improve performance while reducing effort.
What we know
Across Europe, more than 200 million people go to TikTok to discover content, creators and communities that matter to them.
That discovery is translating into measurable impact for businesses: independent research by Public First found that businesses advertising on TikTok generated €31 billion in economic value across the EU last year.
That momentum is reflected in the latest findings from Kantar’s Media Reactions 2026 report, which ranked TikTok as the #1 platform where marketers plan to increase ad spend in 2027, with 84% of marketers placing advertising on TikTok.
Since launch, the TikTok for Business MCP has seen over 200% increase in advertisers using our MCP for campaign activation and management.