X Taps AI to Boost Ad Business, Rebuild Platform

X, the tech company formerly known as Twitter, is making a bold move to regain its lost ad revenue with a new AI-powered ad platform. The platform aims to make it easier for marketers to create targeted campaigns that they can control.

AI-Powered Ad Platform: A Game-Changer

According to X, the new platform uses modern "retrieval and ranking systems" powered by AI to enhance campaign results. This means better ad placements, more precise targeting, and improved overall performance. The goal is to make it easier for advertisers to reach their audience effectively.

Monique Pintarelli, head of global advertising at xAI, commented on the new platform: "Very few companies would have the ambition and technical courage to completely rebuild their entire advertising platform in such a short timeframe. This is classic X and xAI — bold, fast, and focused on building something substantially better for advertisers."

Why AI in Ad Business Matters

AI has been contributing to revenue growth in ad businesses across the tech industry. Google, Meta, and others have been enjoying a "digital ad boom," as AI systems have helped automate various aspects of marketing, from ad creation to targeting to measurement. This has also lowered the barrier for smaller businesses, giving them access to the same tools used by corporate giants.

• The new ad platform is being rolled out in phases, with a focus on seamless integration of ongoing innovation.
• Advertisers can expect a smooth delivery of continuous improvements and regular drops of new features as the platform is pushed forward.
• The platform is designed to enable rapid and seamless integration of ongoing innovation, giving advertisers more control over their campaigns.
• X's ad business has been turning around, with estimated ad revenue of $2.26 billion in 2025, rising to $2.46 billion in 2026.
• The tech company initially struggled to grow ad revenue under Elon Musk's leadership, leading it to shift its focus to other monetization channels, including AI and subscriptions.