What's new
Each quarter, TikTok Product Preview shares the latest tools and features to help brands grow on TikTok. In our fourth update of 2026, we’re introducing new ways to drive more efficient growth, launch and scale products, streamline creative optimization, and more. Highlights include the next evolution of GMV Max, AI-powered creative tools, and smarter automation for search and CTAs.
GMV Max updates: more control over total costs, more ways to drive growth
GMV Max Pro
GMV Max Pro is the next evolution of GMV Max, expanding beyond ads-only optimization to help advertisers manage more of the costs that impact business growth. In addition to optimizing ad spend, GMV Max Pro allows advertisers to optimize across other key operational and ad costs like coupons, affiliate costs, and platform commissions. By bringing these additional optimization modules into a single workflow, advertisers get more control over total cost and more ways to drive efficient growth.
Growth Autopilot
Growth Autopilot is an automated advertising solution within GMV Max that helps merchants with one of the most challenging problems in e-commerce: getting new products off the ground and scaling faster during the "cold start" phase, when there’s limited historical data for algorithms to guide optimization. Advertisers can set a 7-Day ROI Target and use a combined budget mechanism that automatically balances ad spend and coupon subsidy spend to optimize towards a target ROI. Growth Autopilot's automated approach replaces the need for tedious day-to-day campaign adjustments, giving advertisers a reliable, more efficient way to launch and scale new products.
Learn more about GMV Max: Blog
Smarter features for Search Ads Campaign
Vertical-Level Impression Share
Search Ads Impression Share (IS) and Top 1 Impression Share are new diagnostic metrics within Search Ads Campaigns that show the percentage of eligible search auctions an advertiser’s keywords successfully won on the Search Results Page. Available at the campaign, advertiser, and keyword levels in TikTok Ads Manager, these metrics give advertisers looking to scale their campaigns a clear way to identify untapped search demand, evaluate auction competitiveness, and make data-driven decisions to increase bids or budgets on high-performing keywords.
Keyword Suggestion Tool (KST) Keyword Packs for Search Ads Campaign
Keyword Suggestion Tool (KST) can now recommend ready-made, curated Keyword Packs of Brand and Category keywords, helping advertisers build structured search keyword lists faster. Advertisers can preview and add pre-grouped packs directly within the existing KST workflow, reducing manual research with daily-refreshed recommendations that include key signals like search volume, CPC, and competition. This gives advertisers a faster way to create high-value keyword lists backed by TikTok's machine learning models, helping them to scale their campaigns more efficiently.
Learn more about Search Ads Campaign: Blog
Smart+ Creative Selection: streamlining creative optimization
Smart+ Creative Selections is the next evolution of Auto-selection, giving advertisers a more flexible and powerful way to select and manage the creatives fueling their campaigns. It recommends high-potential creatives by drawing from creator content, AI-generated assets, and historical brand creatives that resonate with TikTok audiences. In a single tab, advertisers can select their own assets during setup and choose to automatically add new recommendations, review and approve them before they go live, or keep their creative selection fixed. By bringing creative selection and management into one streamlined workflow, it reduces manual effort while giving advertisers more control over what runs. The result is more creative choice, freshness, and better performance without giving up visibility or control.
Learn more about Smart+: Blog
Web Traffic CTA enhancements: inspiring action with more compelling CTAs
Promotional Formats for Web Traffic
Promotional Formats for Web Traffic lets advertisers showcase discounts such as percentage-off, cash-off, and free shipping offers directly on their ad's CTA button. Advertisers can now add up to 35 promotional offers at the ad level, which the system can automatically pull from Shopify, historical URLs, or Catalog Manager. The system can then optimize delivery towards the highest-performing promotional format, eliminating the need to manually add discount messaging to video creatives or landing pages. This makes promotions easier to set up while giving advertisers a powerful new way to capture attention, helping to drive more clicks and lower cost-per-click, especially during seasonal sales and key shopping periods.
New Traffic Optimization Destinations
Our CTA Enhancement capability is now extending to Web Traffic ads, helping advertisers drive stronger performance with more relevant, action-oriented CTA copy. Advertisers can simply toggle on the "CTA Enhancement" module during ad creation in TikTok Ads Manager, allowing AI-powered pipeline to automatically generate, filter, and serve tailored CTA candidates based on their landing page and ad text. For Web Traffic S++ advertisers, this replaces reliance on a fixed pool of standard CTA options with dynamic, context-aware recommendations, reducing the need for manual optimization.
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