TikTok announced a wave of new products this week, with many of the announcements coming out of its sixth annual TikTok World event in New York City, including updates across advertising, AI, in-app travel booking, gaming, and counterfeit protection. Highlights from the announcements include:
- TikTok GO expanded to the U.S. and Japan. Users can now book hotels, attractions, tours, and other local experiences directly in the app via partnerships with Booking.com, Expedia, Viator, GetYourGuide, Tiqets, and Trip.com. Creators are able to earn commissions through their content on bookings made through TikTok GO, which originally launched in Indonesia in April 2026.
- TopReach got a creative sequencing update. The advertising offering, first announced in March, now merges its two high-visibility placements TopView and TopFeed into a single one-day-reach buy so the two ads complement one another for varied audiences, similar to Snapchat's Total Snap Takeover offering.
- Branded Buzz launched for creator-led campaigns. The new tool lets advertisers alert eligible TikTok One creators with specific campaign parameters and brand guidelines, with interested creators then submitting video responses. It's designed to help brands generate buzz around product launches and big campaign moments, with L'Oreal Brazil pulling in more than 40M views in two weeks after testing it during the holiday season.
- Search Hubs gives brands top-of-search real estate. The new brand-controlled destination appears at the top of TikTok Search results, designed to meet consumers at the moment they're ready to discover, learn, or shop.
- Symphony AI added new generation tools. The advertising suite now includes enhanced image and video generation powered by the Seedance 2.0 video model Dreamina, plus new Voiceover Avatars that use licensed actors' avatars to voice scripts in over 30 languages and Product Avatars that showcase products on users' screens.
- Smart+ Campaigns got three AI upgrades. TikTok's AI-driven performance advertising product, launched in late 2024, now includes a centralized asset management hub with real-time diagnostics, automated recommendations generated from campaign performance data, and a tool that selects and optimizes brand assets by evaluating advertisers' inputs and creator partnerships.
- An MCP server is opening TikTok Ads to outside AI agents. Marketers can now connect AI systems like Claude and ChatGPT directly to the platform, enabling third-party AI agents to autonomously develop and manage campaigns and create custom workflows for advertisers.
- Growth Max for Mini Games launched for game developers. The new offering gives developers a way to drive direct engagement through interactive promotions inside TikTok's mini games ecosystem.
- Mini Series is letting entertainment brands monetize episodic content. The new offering invites brands to charge for episodic content within the app, joining the platform's push into mini-drama series that have been generating buzz on TikTok.
- TikTok Real launched to fight counterfeits on TikTok Shop. The new IP protection program draws on insights from more than 300 intellectual property experts worldwide to detect counterfeit listings, adding a brand verification module that lets brands review authorizations submitted by sellers. The program currently covers approximately 100 brands with more added on a rolling basis, after TikTok rejected over 70M counterfeit product listings in the first half of 2025.
- TikTok's ad-free subscription launched in the U.K. The £3.99 ($5.44) per month plan for users 18 and older lets subscribers skip ads and opt out of having their data used for advertising, while helping TikTok comply with GDPR and generate new subscription revenue. The move follows similar rollouts by Meta on Facebook and Instagram in the U.K. last year.
TikTok generated $34.6B in global ad revenue in 2025 and is expected to grow that to $43.5B this year, with the company now reaching roughly 2B monthly active users worldwide and 136M users in the U.S. alone.
