OpenAI isn’t the only platform rethinking its ads manager. X just rolled out what it’s calling the biggest overhaul of its advertising tools in the platform’s history.
The revamp, framed invariably as an AI-powered upgrade, is already being deployed globally, with features including retrieval and ranking systems being updated on a rolling basis, as the platform shifts toward contextual and semantic ad delivery.
While X has not detailed the full scope of specific features or system-level changes expected, the team does expect that the full ads platform should be ready “later this year,” X’s global head of advertising Monique Pintarelli said. It’s a direct extension of X’s broader integration with xAI, and is currently in testing with a select group of advertisers.
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