Advertisers across global markets increasingly view AI automation as a potential driver of efficiency and growth, but new research suggests most organizations remain far from full implementation. A recent study conducted by TikTok in partnership with NewtonX highlights a widening gap between expectations for AI-driven automation and its actual use within marketing operations, particularly in advertising teams.
According to the research, nearly all surveyed advertisers and senior executives expect AI automation to play a role in future business growth, and most believe it will improve their own productivity at work. Despite this optimism, only 18 percent report that AI has been fully integrated into their core operations with meaningful investment. For many organizations, automation remains fragmented, applied to isolated tasks rather than embedded as a central operating model.
Several factors continue to slow adoption. Respondents cited concerns around data privacy and regulatory compliance, limited internal expertise, and the rapid pace of AI development itself. These challenges have contributed to a cautious, incremental approach, even as expectations remain high. More than six in ten respondents believe automation could cut departmental costs by half, while a large majority expect to see tangible returns within a year of adoption.
While full integration remains limited, momentum is building. The study found that 78 percent of executives are increasing investment in AI initiatives, signaling a shift from experimentation toward broader deployment. However, many organizations acknowledge they need clearer frameworks and more cohesive systems to move beyond piecemeal tools and unlock consistent productivity gains.
The findings also reflect broader pressure on marketing leaders. Campaign performance issues were reported by most CMOs surveyed globally, with a significant portion saying underperforming campaigns had to be halted early. In that context, AI-driven automation is increasingly viewed as a way to improve speed, targeting accuracy, and creative efficiency.
Within the research, TikTok was frequently identified by advertisers as a leading platform for marketing automation, particularly for tools designed to streamline media buying and creative production. Respondents pointed to AI-powered features that enable faster campaign adjustments and more adaptive creative formats, with many expecting to expand their use of such tools in the near term.
TikTok’s automation offerings, including Smart+ and Symphony, are positioned around simplifying campaign execution across targeting, bidding, creative development, and measurement. Smart+ is designed to automate performance advertising by selecting creative assets, identifying audiences, and optimizing delivery based on campaign goals, while Symphony focuses on generative AI tools to assist with scripting, video creation, and creative optimization. Recent updates aim to give advertisers more control while reducing manual effort, alongside expanded attribution and performance insights.
Overall, the research suggests that while AI automation is widely seen as inevitable in advertising, its practical integration remains uneven. For advertisers, the next phase will likely depend less on experimentation and more on addressing structural barriers, skills gaps, and governance challenges to turn automation from a promising concept into a reliable operational foundation.
