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More than three years after advertisers bolted in protest of Elon Musk’s turbulent takeover, nearly all of the top 100 are once again buying ads on the platform now known as X.

According to former head of Americas Monique Pintarelli, who recently became its global head of advertising, 97 of the top 100 advertisers have returned, and in some cases spending even more than they did before Musk’s arrival.

“We are more focused on advertising than ever before,” Pintarelli told Digiday during CES, noting that X’s large clients in the U.S. grew by over 40% in 2025, though she didn’t share specifics. “We have a number of brands that are not just back, they’re spending at or higher than pre-acquisition levels,” she added, without specific figures.

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A steady economy is emerging as the quiet counterweight to AI’s much-hyped reinvention of the agency holdco model.

That, at least, is how Sir Martin Sorrell — the architect of that model and its most persistent critic — sees it.

In his telling, AI has yet to graduate from pilot programs into anything that materially reshapes how marketing departments are staffed, structured or paid. Until that changes, agency chiefs can stop bracing for a shift to outcome-based compensation. CMOs, he said, are still buying time and headcount. 

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