With Linda Yaccarino out of the picture, Elon Musk is once again acting as X’s main conduit to marketers.
He made that clear on Wednesday (August 6) when he hosted a live Spaces alongside senior engineering, product and brand safety staff, who all tried to sketch out the platform’s future. At the center of it all is Grok, the in-house AI assistant Musk sees as key to X’s next act — and appeal to marketers.
The hope is that Grok will eventually automate all advertising on the platform. But for now, that ambition is concentrated in three areas: using Grok to assess content for brand safety, tailoring product recommendations based on user behavior, and rolling out Grok-powered tools in the ad manager to streamlining creative production and campaign optimization. It’s early days, but the direction is set. Musk wants Grok to replace the media buyer, the strategist and account manager — all in one.
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