X Rebuilds Ad Platform with AI to Win Back Advertisers

Elon Musk's X has begun rolling out a rebuilt, AI-powered advertising platform as part of its effort to recover ad revenue. The phased rollout started on Thursday, introducing modern retrieval and ranking systems designed to improve targeting and campaign control for marketers. X's ad business had struggled after Musk's acquisition, but eMarketer forecasts estimated ad revenue of $2.26 billion in 2025 and $2.46 billion in 2026, still half of Twitter's 2021 peak but showing recovery. Monique Pintarelli, head of global advertising at xAI, stated the platform was rebuilt with ambition and technical courage, enabling rapid integration of ongoing innovation. The rebuild follows X's merger with xAI last year. AI-driven ad systems have boosted revenue across the tech industry, with Google and Meta benefiting from a digital ad boom that automates marketing tasks and lowers barriers for smaller businesses, as reported by The New York Times.