In recent years, much of the conversation around artificial intelligence has focused on what generative AI can create: images, videos, copy, code, and insights. Those capabilities have transformed how marketing teams work, accelerating everything from creative ideation to reporting.
But marketers still spend too much time stitching together systems, managing repetitive tasks, and moving work from one platform to another. The next chapter of AI won’t be defined by what it generates. It will be defined by what it helps marketers accomplish.
We’re entering the era of agentic AI—where intelligent systems don’t simply respond to prompts, but understand objectives, connect information across platforms, recommend actions, and increasingly execute complex workflows alongside marketers. For advertising, this represents a fundamental shift in how campaigns will be built, managed, measured, and optimized.
Today’s marketers don’t need another AI tool. They need AI that works across the increasingly complex systems they already use, connecting creative, media, measurement, CRM, and commerce so they can spend less time managing workflows and more time driving business outcomes.
Building an ecosystem for agentic AI
Throughout the history of advertising technology, the biggest innovations have come from collaboration. Search, programmatic advertising, measurement, commerce, and customer data all evolved because platforms and partners built solutions together.
Agentic AI will be no different. Making that future possible requires more than building AI into products. It requires enabling an ecosystem where technology partners can turn their expertise into intelligent advertising solutions.
That’s the thinking behind TikTok Agentic Hub, a marketplace of AI-powered advertising solutions enabled by TikTok for Business Model Context Protocol (MCP).
Rather than asking advertisers to adopt another standalone AI assistant, TikTok partners are now able to build and publish AI skills on TikTok’s Agentic Hub. Whether launching campaigns, generating creative, diagnosing performance, managing product catalogs, or analyzing results, these Skills help marketers accomplish more without switching between disconnected systems.
Powered by TikTok for Business MCP and Agentic Hub, developers can build AI advertising solutions that connect AI agents to TikTok Ads, then publish and distribute those solutions to advertisers within the TikTok ecosystem. Partners—including HubSpot, Wix, Constant Contact, WorkMagic, Innovid, Kochava, Shoplazza, MADHOUSE, Mobvista, HuntMobi, Cyberklick, Storyverse, BELLNOVA, and AI Rudder—have already published AI skills spanning campaign management, creative generation, catalog management, reporting, diagnostics, and performance optimization. Beyond these horizontal capabilities, partners are also building industry-specific AI skills tailored to verticals like e-commerce and real estate, demonstrating how the Agentic Hub can address both broad marketing needs and specialized business challenges.
AI skills in action
Lead generation: Capturing demand is only valuable if businesses can immediately act on it. HubSpot’s TikTok to HubSpot Lead Sync Skill automatically synchronizes TikTok Instant Form submissions into HubSpot’s Smart CRM, intelligently handling field mapping, custom properties, ad account discovery, and email deduplication. Instead of exporting leads between systems, marketers can move seamlessly from customer acquisition to customer engagement.
Measurement: This is another area ready for reinvention. As marketing becomes increasingly omnichannel, marketers are looking beyond traditional attribution to understand TikTok’s broader business impact. WorkMagic’s TikTok Halo Estimator Skill helps advertisers estimate incremental revenue beyond conventional measurement models, giving marketers a more complete picture of the value their campaigns create across TikTok Shop as well as third-party e-commerce marketplaces.
Budget optimization: Kochava’s Budget Pacing Monitor Skill forecasts delivery trends, identifies pacing risks before they impact performance, diagnoses underlying causes, and recommends corrective actions. Instead of spending hours reviewing dashboards, marketers receive intelligent recommendations that help them act faster and with greater confidence.
Commerce: Commerce businesses face a different challenge—not collecting data, but knowing how to act on it. Wix’s Wix to TikTok Revenue Optimizer Skill analyzes business data to identify the highest-value revenue opportunity before preparing a recommended TikTok campaign, complete with product selection, audience strategy, creative direction, promotional offers, and budget recommendations. AI doesn’t simply surface insights. It transforms them into executable marketing plans.
Building an ecosystem, not just more AI features
These examples represent something much larger than new product capabilities. They point to how advertising technology will evolve over the coming decade.
“Marketers don’t need more AI tools. They need AI that works across the systems they already rely on,” said Angela DeFranco, VP of product, HubSpot. “By reducing the friction between advertising and CRM, agentic AI can help teams move faster, automate repetitive work, and focus on what matters most: building lasting customer relationships.”
The future won’t belong to platforms with the largest collection of AI features. It will belong to ecosystems where specialized expertise can be packaged into intelligent capabilities marketers can easily discover, deploy, and build into their existing workflows.
Looking ahead
As AI continues to evolve, we expect increasingly sophisticated agents capable of orchestrating workflows across creative development, media buying, commerce, CRM, and measurement. Agentic Hub is an important step toward that future, helping developers publish and distribute AI-powered advertising solutions to advertisers within the TikTok ecosystem. Together with TikTok for Business MCP, it helps partners build faster, reach more customers, and scale AI-powered advertising solutions on TikTok.
The advertising industry has continually reinvented itself, from search and social to mobile and machine learning. Agentic AI represents the next inflection point.
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Qing Lan leads ad platforms and agency business at TikTok, overseeing the infrastructure (ads platform, tools, API, and agents) that powers brands’ marketing success and empowering agency partners to unlock new levels of results. He is currently driving a strategic shift to reshape the advertising experience through agentic AI, turning complex workflows into seamless, intelligent operations.