X is making the same pitch every other platform is making: scale plus AI equals performance.
As ever, the proof will be in the ad spend (or lack of it) given this isn’t the first time the platform has tried to reinvent itself with advertisers. Since Elon Musk’s controversial acquisition of the platform in 2022, the platform has watched major advertisers walk, rebranded from Twitter to X, hired advertising doyen Linda Yaccarino who left after two years and cycled through enough ad product relaunches to lose count.
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