Summer 2025 has brought a wave of new features across the biggest digital platforms, giving advertisers more powerful tools to reach audiences. Instagram, TikTok and YouTube have all rolled out updates that drive automation, AI and more immersive ad formats.
Instagram: AI-enhanced creativity for Stories
In July 2025, Instagram introduced AI-powered creative tools for Stories, including generative backgrounds and automatic photo restyling using text prompts. These tools help brands quickly create visually striking content for Stories, without needing much work on the design.
While Instagram Shops and in-feed shopping ads have been accessible since 2018, the platform continues to refine its ecommerce features. For brands selling physical products, these features create easy entry points for digital commerce.
TikTok: AI video and Shop ads
TikTok Shop officially launched globally in September 2023, allowing users to buy products directly in livestreams, videos and from profiles. By April 2025, TikTok expanded its ad features with Shop Ads with AI-powered recommendations and auto-generated landing pages, which facilitates conversion even better.
The most significant update is from June 2025, when TikTok launched Symphony, its AI-powered video generation tool. Symphony allows brands to create ads from text prompts and product data, effectively cutting production time.
YouTube: AI-Powered Targeting and Video Formats
In May 2025, YouTube introduced “Peak Points”, a new feature that identifies emotionally engaging moments in videos and places ads immediately after them. This feature can be used by brands to align their messaging with peak audience attention.
In July 2025, Google officially transitioned from Video Action Campaigns to the Demand Gen campaign type, which merges video and image ads across YouTube, Gmail, and the Display Network. These campaigns now optimized by AI can help advertisers target users across multiple surfaces.
Additionally, YouTube also expands non-skippable ad formats and AI-based content matching, along with interactive features like QR codes for Connected TV CTV ads, which was first introduced at its 2024 Upfront presentation.
