The phased launch began on Thursday as Elon Musk's company seeks to revive advertising, with eMarketer forecasting ad revenue rising from $2.26bn in 2025 to $2.46bn in 2026.
X says AI-driven retrieval and ranking systems will improve campaign creation, targeting, ad placement and advertiser control, while allowing faster feature updates through its rebuilt ad stack.
The move follows X's merger with xAI last year and comes as Google, Meta and others benefit from an AI-led digital advertising boom that is also helping smaller businesses.
Can X's new AI ad platform truly challenge giants like Meta, or is it just fighting for scraps in a dominated market?
As AI generates more ads on X, will it enhance user experience with relevance or overwhelm it with automated spam?