TikTok launched Smart+ Creative Selection on 5 October. It brings three sources of creative into one place: the ads you've made, creative generated by Symphony (TikTok's AI tool) and creator content. Smart+ then recommends groups of creatives for your campaign goal, and you decide what goes live.
Automated campaigns only work as well as the creative you give them. If every ad tells the same story in a slightly different edit, the algorithm has nothing real to choose between. Give it different angles, different faces and different reasons to buy, and it finds the buyers you'd never have targeted yourself.
This is where a B.R.A.I.N.™ earns its keep. It holds every way to sell your product, so every creator brief and every AI prompt starts from the same truth. Then you approve AI creative against your own voice, not TikTok's guess at it.
TikTok paired this with a new Search Ads Campaign powered by Smart+. The post doesn't say which markets get either first.