X, formerly Twitter, has launched a fully rebuilt advertising platform powered by artificial intelligence, CoinDesk reports. The rollout began on Thursday and is being released in phases.
The stated goal is straightforward. X wants to win back advertisers after years of declining revenue, using AI for more precise targeting, better ad placements, and improved campaign performance. CoinDesk also says the new system uses modern retrieval and ranking to help marketers build targeted campaigns with more control.
xAI’s head of global advertising, Monique Pintarelli, commented on the effort in a statement posted on X, as captured by CoinDesk. She described the rebuild as “bold, fast, and focused,” and said the ad stack is designed to support rapid and seamless integration of ongoing innovation. CoinDesk adds that the company expects continuous improvements and regular feature drops.
What X says the AI system does
CoinDesk outlines several functional changes in the rebuilt platform.
X claims it will use AI-driven retrieval to find the best audiences for each campaign, plus machine learning ranking models to optimize ad placement in real time. It also points to automated campaign optimization to improve performance without manual intervention. Marketers, per CoinDesk, still get enhanced control tools to set parameters and goals.
Ad revenue pressure and industry context
CoinDesk says X’s ad business struggled after Elon Musk acquired the company in 2022. The report attributes advertiser pauses to brand safety and content moderation concerns. Still, CoinDesk cites eMarketer forecasts that project estimated ad revenue of $2.26 billion for 2025 and $2.46 billion for 2026. It also compares this to 2021 Twitter ad revenue of roughly $4.5 billion, noting the projections stay about half of that earlier level.
The desk also points to broader industry momentum. CoinDesk references a digital ad boom fueled by AI across major players like Google and Meta. It notes that AI can automate marketing tasks from targeting to measurement and that these tools have lowered barriers for smaller advertisers. CoinDesk further says X faces heavy competition from Meta, Google, TikTok, and others, which have invested in AI-driven ad systems.
Finally, CoinDesk ties the rebuild to the merger of X with Musk’s xAI last year, calling the xAI integration a key differentiator for X’s advertising technology.