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Automation for Performance: Global overview and marketer’s guide to AI-powered advertising
New research from TikTok and NewtonX reveals how leading advertisers build their winning AI automation strategy.
AI-driven automation is reshaping entire industries, but a critical divide has emerged between companies just using AI and those truly winning with it. This new global study from NewtonX and TikTok — based on insights from over 1,200 executives and advertisers — provides the blueprint to cross that divide. Get the report to learn how today’s leaders are closing the execution gap and transforming their media strategy.
Marketing at the speed of AI
The integration payoff
While only 19% of companies have achieved deep AI integration, they are rewarded with a stunning 97% satisfaction rate, compared to just 36% for those with limited implementation.
A clear leader emerges
51% of advertisers identify TikTok as the #1 leader in AI-powered automation—a share higher than all other social and video platforms combined (28% on average).
The drivers of AI success
The study reveals that AI leadership isn’t just about technology. It’s defined by three key pillars: continuous innovation, technical expertise, and creativity.
Measuring AI automation success
Companies define success by clear business impact—led by cost savings, efficiency gains, and faster execution, with ROI and productivity close behind.
The speed advantage
77% of advertisers agree that TikTok’s AI-powered features help their brands move faster, and 75% believe it helps them stay ahead of rapidly evolving trends.
NewtonX methodology
The report’s methodology is detailed at the end, explaining that the findings are based on a survey of 1,212 professionals (457 executives and 755 advertisers) across 9 countries and 8 industries. The analysis included a key driver analysis (KDA) using Shapley regression to identify the attributes that most influence perceptions of AI leadership.
Download the Blueprint for AI-Powered Advertising Success
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