TikTok rolls out a wave of new AI features and advertiser tools

TikTok has rolled out a wide batch of new features and tools over the past several weeks, reflecting how aggressively the platform continues to iterate on both its consumer app and its advertising business. On the consumer side, the company is testing an AI-powered 'Cover titles' feature for photo and video posts on Android, a 'Create with AI' option inside TikTok Effects, an 'Archive' feature for stories, and a privacy toggle that lets users control whether AI tools are allowed to remix their content. TikTok has also introduced a 'Campus Hub' aimed specifically at US college students, and is testing in-app games inside direct messages as well as subscriber-only stories for creators looking to build paid communities. On the advertising side, the company added two new formats for retail brands — 'Logo Takeover' and 'Prime Time' — and integrated ByteDance's Seedance 2.0 generative-video model into its Symphony ad-creation suite, letting brands generate AI video ad content directly inside the platform. Taken together, the wave of updates illustrates TikTok's dual strategy of deepening everyday engagement features for users while building increasingly sophisticated, AI-assisted tools for the advertisers that fund the platform.