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Social network X announced last Friday the launch of advertising tools based on artificial intelligence. This development should simplify the creation of ads and automate the analysis of their effectiveness.
The two new tools will be gradually introduced to advertisers. For this purpose, the social network uses its own AI assistant Grok. It can create advertising texts, images, and analyze data with minimal human intervention.
This is a tool for automatic creation of ads on social network X. Users can simply enter the URL of their website, after which Grok will analyze the content and generate a ready-made ad. Advertisers can edit the text or change the image before launching the campaign.
This is a tool for automatic analysis of the effectiveness of an advertising campaign. According to the company, it helps to optimize targeting, adjust creatives, and improve results many times faster.
But interesting! Despite the fact that AI advertising is not a novelty (Google, Meta, TikTok, Amazon, and Reddit have already implemented similar tools), it is X that expects their developments to restore the advertising business, which has been downturning since Elon Musk acquired the platform in 2022 (when it was still called Twitter).
Because of concerns about weak content moderation, major brands such as Coca-Cola, Apple, Disney have cut their advertising spending on X. Although some advertisers are returning, advertising revenues have not yet recovered – in 2024, they amounted to approximately $1.4 billion in the United States, down 28% from the previous year (according to MediaRadar).
At the same time, X continues to clash with brands. This month, the company added Nestlé, Colgate-Palmolive, Lego, Shell, and others to a lawsuit over an alleged boycott of advertising on the platform.
But there are also positive developments – according to The Wall Street Journal, IPG (after the planned merger with Omnicom, the world’s largest advertising holding company) has signed a one-year agreement with X for potential advertising placement.
🔹 Now, X’s main task is to convince advertisers that new AI tools can deliver high results without brand security risks that made many leave the platform.
What will come of it? We’ll see!