At a corporate event, TikTok promoted the business use of Seedance 2.5 and held an advertising awards ceremony. It also outlined plans to offer new features, including conversational AI and purchasing integration.
At the TikTok Marketing Summit 2026 held in Tokyo, Miyauchi Ryosuke (宮内良輔), general manager of the video-sharing app TikTok, delivered a keynote speech explaining the policy of using Seedance 2.5, a generative AI tool developed by its parent company, ByteDance, in business. The event presented an initiative to provide integrated support for video planning, generation and editing using Seedance 2.5. Additional AI-related features were also announced.
According to the announcement, conversational AI will help users choose products in 2027, with the aim of providing integration features that connect interactions with AI to purchases. TikTok also introduced new strategies, including support for Japanese businesses using TikTok Shop to expand into the US market and efforts to strengthen mini-dramas and games.
The TikTok Ad Awards 2026 Japan ceremony was held during the event, and a Nissin Foods video was selected as the grand prix winner. The video was recreated to a high standard with the cooperation of TikTok creators, and was praised for combining product promotion with entertainment value. The winner in the Greatest Innovative category was a Mercari video using generative AI, which used shots from another AI system.
Attendees commented that the design of the advertisements and their connection with audiences' empathy had received positive reviews. The number of entries had doubled from the previous year, indicating that public relations using short-form social media videos was accelerating.