The platform said the overhaul is its first ground-up advertising system rebuild in 20 years, centered on simplicity, control, and performance through xAI (Elon Musk’s artificial intelligence company).
X said it has launched a complete rebuild of its advertising platform, introducing a new Ads Manager that uses AI-powered retrieval and ranking systems for real-time ad delivery. According to the announcement, this is the first ground-up rebuild of X’s advertising system in 20 years. The company said the redesigned platform is built around three pillars: simplicity, control, and performance, with xAI (Elon Musk’s artificial intelligence company) providing the underlying technology. The update signals a broader push to improve ad tools and delivery efficiency, which are central to how social media platforms attract and retain advertisers.