tiktok advertisement an AI-powered shopping assistant and a one-click checkout feature built into its app. The goal is to allow users to discover products, get personalized advice and complete their purchases without leaving the social network.
An AI assistant to support purchases on TikTok
Called Shopping Assistant, the new AI conversational agent supports users throughout their purchasing process. Takes into account the context of the discussion and memorizes the needs expressed to offer appropriate products. Users can ask questions about the characteristics of an item, available sizes, delivery times or even stock, and then continue with their purchase in the same conversation.
At the same time, TikTok offers Buy Direct, a payment system that allows you to purchase a product directly from the “For you” feed of the application without going through an external store. The company wants to shorten the path between discovering an item in a video and purchasing it. These tools are notably based on partnerships with Salesforce, Shopify, Shoplazza and Stripe. TikTok, however, has not communicated a precise implementation schedule.
This development expands the commercial strategy of the social network, already developed around TikTok Shop. The announced tools must also work in different places in the application to transform the most spontaneous discoveries into transactions. TikTok thus seeks to keep users on its platform when they go from inspiration to the purchase decision.
New artificial intelligence tools for advertisers
TikTok also features Agentic Leads, a conversational agent aimed at helping businesses identify and qualify leads, as well as the TikTok Ad Network, which allows US advertisers to broadcast their campaigns across a network of nearly 400,000 apps.
The platform also strengthens advertising automation with Smart+ Creative Selection, which brings together brand creations, creator content and visual elements generated by artificial intelligence in a single validation process. It’s also evolving its campaign tools to better take into account certain business costs, such as commissions and affiliate coupons.
