TikTok is investing more aggressively in AI ads infrastructure—while entrenching its walled garden effect.
TikTok is doubling down on AI as it looks to strengthen its competitive stance in the advertising market.
The company will begin welcoming third-party AI agents that allow advertisers to use AI agents for autonomous campaign development and management. Third-party API agents can also help advertisers with the creation of custom infrastructure for their unique workflows.
That interoperability, announced at TikTok World, the platform’s annual marketing and advertising showcase, is enabled by a Model Context Protocol (MCP) server. Similar to an API, developers can bring their own tech into another company’s software ecosystem.
The development pushes TikTok beyond its focus on AI-backed creative tools and into the realm of AI-native ad infrastructure.
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