The article discusses TikTok's significant push to increase its gross merchandise value (GMV) through enhanced shop advertisements and strategies aimed at attracting big brands. However, it also highlights the challenges faced due to pushback from these brands regarding the platform's advertising practices and effectiveness. The ongoing shift in social media commerce dynamics is underscored as brands reevaluate their approaches to advertising on TikTok.

TikTok has introduced new AI-driven tools for advertisers, aimed at enhancing ad creation and targeting capabilities on its platform. These tools leverage machine learning to optimize campaign performance and provide deeper insights into audience engagement. The move is part of TikTok's efforts to attract more businesses and improve the advertising experience for users.