As TikTok rolls out Smart+, marketers grapple with AI’s advertising puzzle

Advertising on platforms is becoming a bit of a magic show, courtesy of AI. It’s the tantalizing promise of dazzling performance that keeps marketers captivated, ready to embrace the enigma – as long as the results sparkle.

In the end, it’s the outcome that matters to them, not the sleight of hand behind the curtain. For better or worse they accept that, whatever the outcome, they won’t grasp every detail of their campaign’s performance, trading transparency for the confidence that the results will likely outshine their own efforts.

With each new platform unveiling its version of this advertising magic, that acceptance solidifies just a little more. TikTok is the latest to join the spectacle, launching its Smart+ tool earlier this month. While it raised some eyebrows among marketers, those concerns were quickly overshadowed by the promise of making advertising on TikTok significantly easier – and better, of course. 

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.