TikTok Shares Data on Business AI Adoption

"TikTok has published a new study, in collaboration with NewtonX, which looks at the adoption of generative AI tools among advertisers, and how marketers are integrating AI-based automation elements into their process. Which is logically producing better results, given the capacity for AI tools to process vast amounts of data inputs to identify patterns, and find relevant opportunities. Automation tools are better able to do this now than at any time in history,"

"More data and more processing capacity means more capability on this front, and it makes perfect sense that AI ad targeting tools should be able to produce better results, though the report shows that not all businesses feel that they're making the most of the latest AI tools as yet. First off, the report looks at AI adoption rates across businesses, and how satisfied companies are with where they're placed."

"As you can see, higher rates of adoption mean higher satisfaction levels, but then again, those with higher adoption would also have committed a heap more in spending to support such. So they're going to want to be satisfied, otherwise they're acknowledging that they may be wasting money, so this finding probably doesn't say a heap. The data also shows that 90% advertisers and executives surveyed expect AI-driven automation to help drive future business growth, while 93% believe it will improve their own job performance."

Generative AI tools can process vast datasets to identify patterns and uncover opportunities that increasingly drive ad engagement and purchase activity. Increased data and processing capacity boost ad-targeting capability and enable automation to deliver better outcomes. Adoption correlates with higher satisfaction, although higher adopters often invest substantially and may be biased toward positive results. Ninety percent of advertisers and executives expect AI-driven automation to drive future growth, and 93% expect it to improve job performance. Actual integration remains limited: only 19% have fully integrated AI into core operations. Key barriers include technical limitations, lack of in-house skills, data privacy and compliance, and rapid AI innovation.

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