• by Colin Kirkland , Yesterday

X has launched its own “Ads Model Context Protocol” server, becoming the latest social media platform to integrate the ability for advertisers to create and edit campaigns with their preferred third-party AI-powered tools.

According to the announcement, advertisers will now be able to build X campaigns with AI tools like Claude or ChatGPT, plugging in ad data and written prompts, such as “launch a campaign for the fall drop. $15k over two weeks, US only. goal is to drive sales…”

The company’s MCP server is currently able to connect any LLM agent on the market – or “a custom agent built on the MCP SDKs” – to 23 X Ads tools focused on reading campaign data, running analytics, and managing advertisers’ ongoing ads.

Like last week’s addition of text-overlays for short-form video, X’s recent launches have come after similar efforts from competing social media platforms. Meta, Pinterest, TikTok, and Snapchat have all adopted agentic-assisted ad strategies, launching their own MCP server integration options over the past year.

As X continues to move toward fulfilling owner Elon Musk’s “everything app” vision, the social app previously known as Twitter is becoming more aligned with its multimedia competitors, attempting to rebuild its ad business with video-first content incentives and emerging AI-powered technologies.