Focus on AI-Driven Technology: X Launches 'Largest in Company History' Overhaul of Its Advertising Platform

[Ebrun Original] On May 9th, X (formerly Twitter) announced the formal launch of what it calls the "largest and most ambitious" upgrade to its advertising platform in the company's 20-year history. According to official information, X is undertaking a comprehensive rebuild of its entire ad platform from the ground up, aiming to construct an AI-powered advertising system. This platform began a phased rollout starting in late April.

It is reported that in the initial years following Elon Musk's takeover of X, the legacy social media platform's marketing business suffered significant setbacks, with numerous advertisers abandoning the platform, leading to a sharp decline in ad revenue growth. Consequently, the company shifted its focus to other commercialization channels, including artificial intelligence and subscription services. However, according to eMarketer forecasts, X's advertising business has recently begun showing signs of recovery. Data indicates that X's ad revenue is projected to reach $2.26 billion in 2025, with further growth to $2.46 billion expected in 2026. While this scale is still only about half of Twitter's ad business volume in 2021, the overall trend has returned to a growth trajectory. Now, X hopes to further accelerate this growth with its new advertising platform.

The revamped Ads Manager is built around three core pillars designed to help advertisers create higher-quality campaigns more quickly and achieve better ROI:

1. Simplicity: Creating an intuitive, AI-driven ad platform to make campaign creation easier and more precise;

2. Unmatched Control: Providing advertisers with greater autonomy, control, and execution efficiency;

3. Superior AI-Powered Performance: Enabling stronger ad performance, faster optimization, more precise targeting capabilities, and AI-based relevance matching.

This upgrade introduces modern retrieval and ranking systems powered by AI technology. These systems can gain a deeper understanding of user behavior, enabling more precise, relevant, and dynamic ad delivery. They can also integrate in real-time with trending content and user interactions on the X platform. This shift towards AI-driven contextual and semantic advertising is expected to significantly enhance ad content relevance, user engagement rates, and advertising return on investment.

X stated that over the coming months, advertisers will gradually see a more modern and streamlined new interface, along with the continuous rollout of more feature upgrades, new capabilities, and deeper functional expansions.

Monique Pintarelli, Head of Global Advertising Business at xAI, commented: "Few companies have the ambition and technical courage to completely rebuild their entire advertising platform in such a short timeframe. This is quintessential X and xAI—bold, fast-moving, and focused on building a genuinely better product for advertisers." She added, "We are building this new advertising technology stack to support faster, more seamless integration of subsequent innovations. Advertisers will receive a steady stream of feature upgrades, while the platform will continuously introduce new functionalities and capabilities to drive the entire advertising platform forward."

In fact, following the merger of X and xAI last year, rebuilding the advertising platform became a key priority for the company, a move that was not entirely unexpected. Indeed, AI has been driving revenue growth in the advertising businesses across the broader tech industry, a trend reflected in the recent quarterly earnings reports of major tech companies this week—including giants like Google and Meta, which are enjoying a 'digital ad boom.' Analysts point out that the primary reason is that AI systems are helping automate multiple stages of the marketing process, including ad creative generation, user targeting, and performance measurement.

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