X is rolling out a rebuilt advertising platform powered by artificial intelligence, as it seeks to strengthen its ad business and attract marketers back to the platform. The phased rollout began Thursday and introduces updated retrieval and ranking systems designed to improve ad targeting and campaign performance.
The overhaul comes as X works to recover from earlier declines in advertising revenue following its acquisition by Elon Musk. Industry forecasts suggest the company’s ad business is stabilizing, with revenue projected to reach $2.46 billion in 2026, up from $2.26 billion in 2025, though still below pre-acquisition levels.
The new platform uses AI to automate and optimize key aspects of advertising, including audience targeting, placement, and performance measurement. X says the system is intended to make campaign creation easier while delivering more relevant ads and improved results for advertisers. The redesign also aims to support faster updates and continuous feature releases.
The initiative follows X’s integration with xAI, reflecting a broader strategy to embed AI across its products. Across the industry, companies such as Google and Meta are also leveraging AI to drive growth in digital advertising, lowering barriers for smaller businesses and increasing efficiency in campaign management.
