TikTok moves toward ‘performance automation vision’ with latest machine learning ad tools

TikTok’s latest machine learning ad solutions are proof that the platform wants to automate as much of its advertising as possible.

The product, dubbed Performance Automation, was announced at the platform’s fourth annual TikTok World product summit today — its first official summit since Biden signed the TikTok “divest or sell” bill last month, and subsequently the entertainment app took the U.S. government to court to appeal.

It’s safe to say TikTok wants advertisers to believe it’s not entertaining the idea of being booted out of the U.S. anytime soon. If that wasn’t already obvious during its NewFront earlier this month, this latest announcement makes it clearer that it’s business as usual for the platform right now. Or at least trying to make it as clear as possible that advertisers can park their contingency plans and keep spending on TikTok. 

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