TikTok announced new advertiser controls for its Smart+ automation system alongside commerce-focused ad formats designed to reduce setup friction and improve product visibility within the platform’s shopping environment.

Smart+ previously operated as an all-or-nothing automation layer where advertisers either accepted full AI control or managed campaigns manually. The Q1 2026 update introduces module-level controls, allowing advertisers to toggle automation on or off for specific functions including targeting, budget allocation, and placement selection. A brand might automate placement optimization while retaining manual control over audience targeting, creating hybrid configurations that balance AI efficiency with strategic precision.

Collage Carousel is a new ad format that puts multiple products in view from the first frame. The format displays one hero image alongside three additional product visuals, with each image clickable and linked directly to its product detail page. This addresses a discovery problem specific to mobile commerce: limited screen real estate means most ad formats show a single product, requiring multiple interactions before a shopper encounters something relevant to their needs.

TikTok Shop sales are forecast to exceed $20 billion in 2026, with projections reaching $30 billion by 2028. The advertising updates reflect this trajectory by tightening the connection between paid media investment and commerce conversion within the platform. At the Global Partner Summit, TikTok signaled that the traditional marketing funnel is being restructured around in-platform commerce rather than off-platform landing pages.

The modular Smart+ approach positions TikTok between Meta’s full-automation philosophy and Google’s layered-control model, offering advertisers a middle path that acknowledges both the performance advantages of AI optimization and the strategic value of human judgment in specific campaign dimensions.