Nine in ten advertisers and executives believe AI-driven automation will drive business growth and improve job performance, research from TikTok and market research company NewtonX revealed.
Of the executives surveyed, 71 percent said they are investing in AI capabilities and advancing AI initiatives.
Despite these immense AI ambitions, only 19 percent of the survey respondents reported fully integrating AI into their core operations. Advertisers continue to face multiple implementation barriers, particularly data and compliance issues, a lack of AI skills, and the speed of AI innovation.
Data Diffiulties
Earlier this year, a report from the Interactive Advertising Bureau (IAB) supported this information. This report found that 70 percent of agencies, brands, and publishers have not yet fully integrated AI into campaign processes.
More than half (62 percent) of the IAB’s survey respondents referenced data security as a major concern when it comes to AI implementation.
However, many marketing professionals are turning to AI in the hopes of improving campaign outcomes. TikTok’s research shared that 87 percent of chief marketing officers (CMOs) have experienced significant campaign performance issues in the past year. This caused more than half of CMOs to scratch campaigns prematurely.
Advertising on TikTok
TikTok has its own suite of advertising tools, ranging from AI creative production tools to automated campaign optimisation.
In the report, the company shared it is rolling out updates across its Smart+, Symphony, and GMV Max platforms.
Smart+, which automates the campaign bidding and targeting process, now has additional targeting and budget controls. GMV Max, which maximises sales from TikTok’s shopping platform, now includes a Creative Hub which shows brands which creators are driving the most results.
“Marketing is getting harder. Trends change overnight, and audiences are larger and more diverse than ever.” Thomas Wlazik, head of global business solutions for Europe, TikTok, said. “Automation is the superpower that helps brands keep pace with their customers and communities on TikTok.”
