Company
The rebuild of the ad platform was announced earlier today, with a phased rollout beginning this month, according to a Share on X.
The reform focuses on three pillars: simplicity, advertiser control, and AI-powered performance. X said the new system uses state-of-the-art retrieval and classification models to understand user behavior in real time, improving ad relevance, targeting, engagement and ROI.
The rebuild gives X a stronger foundation for ad tech as the platform attempts to regain advertiser momentum after years of turmoil under Musk’s ownership.
X was expected to post its first annual growth in ad revenue since Musk’s 2022 acquisition last year, although revenue remained below its pre-acquisition peak. X’s advertising tools have also long been viewed as weaker than competing platforms, making the overhaul a long-needed reset.
The new ad set is also directly related to X’s close integration with xAI. The rebuild is designed to allow for faster product updates and a regular flow of new features for advertisers, said Monique Pintarelli, head of global advertising at xAI.
Timing is also important because X is pressing on multiple fronts at once. Musk said in March that X Money, the platform’s digital payments system, would enter early public access in April, while Reuters previously reported that X had partnered with Visa to support wallet funding, peer-to-peer payments, and transfers back to bank accounts.
Together, the ad rebuild, X Money rollout, and xAI integration show that X is moving toward Musk’s app-everything strategy.
