• by Colin Kirkland , Yesterday

Following several redesigns of its ad platform since Elon Musk took over Twitter in 2022, X has announced another Ads Manager overhaul rooted in artificial intelligence (AI) that is rolling out now. 

Described by X as “the most ambitious advertising platform overhaul in the company’s 20-year history” in a recent post, the social media company, now owned by SpaceX, is rebuilding its ad platform “from the ground up.”

The update shifts X’s Ad Manager toward AI-driven contextual and semantic advertising, with the goal of giving advertisers increased control, speed, ROI, engagement and relevance, as well as faster optimization and more precise targeting. 

Like Meta and other leading social media platforms, X’s overhaul places AI-powered retrieval and ranking systems at its core in an effort to bring ad partners enhanced ad delivery by aligning their campaigns and promotions with real-time coverage and engagement. 

“Advertisers can expect a smooth delivery of continuous improvements and a regular drop of new features as we keep pushing the platform forward,” says Monique Pintarelli, xAI’s head of global advertising. 

The announcement follows various attempts by X to revamp its struggling ad business by introducing sleeker in-stream ads and Grok-powered tools.

The last major Ads Manager redesign took place in 2024 -- integrating automated targeting abilities, among other updates. 

In addition to revamping its Ads Manager, X has also focused its efforts on developing and launching stand-alone apps that offer X users off-platform utilities, such as payment and private encrypted messaging.