X announces a rebuilt ad platform powered by AI

X announces a rebuilt ad platform powered by AI

Summary (EN)

TechCrunch reported on April 30 that X has started a phased rollout of a rebuilt advertising platform centered on AI-powered retrieval and ranking systems. According to the article, the company is trying to accelerate an ad-business recovery that has only recently started to improve after several difficult years under Elon Musk’s ownership. eMarketer estimates cited in the report project X ad revenue rising from about $2.26 billion in 2025 to $2.46 billion in 2026, still far below Twitter’s pre-acquisition peak but moving upward again. X says the new ad stack is intended to give marketers more control while also improving targeting, ad placement relevance, and campaign results through AI-driven optimization. The company’s framing suggests the redesign is not a minor feature update but a deeper modernization of the ad system’s ranking and delivery logic. Monique Pintarelli, head of global advertising at xAI, described the rebuild as a foundation for faster integration of future innovation and a steadier release cadence for new advertiser tools. The timing also matters because X merged with xAI last year, making ad-technology integration with Musk’s AI business a strategic priority. For editors focused on applied AI, this is a significant commercial signal: AI is being positioned not only as a consumer-facing assistant but as infrastructure for ad targeting, campaign management, and revenue recovery in a major media platform. The report and the rollout announcement itself both fall within the past 24 hours.

Summary (ZH)

TechCrunch 于 4 月 30 日报道称，X 已开始分阶段推出一套重建后的广告平台，其核心是由 AI 驱动的检索与排序系统。按照报道说法，X 希望借此进一步推动其广告业务复苏。自 Elon Musk 接手后，平台广告收入一度明显承压，随后公司把注意力更多转向订阅和 AI 等其他变现方式。不过，报道引用 eMarketer 的预测指出，X 的广告收入近来已开始出现恢复迹象，预计将从 2025 年的约 22.6 亿美元增至 2026 年的 24.6 亿美元，虽然仍远低于 Twitter 在被收购前的高点，但方向已重新转正。X 表示，新广告平台采用更现代化的检索和排序机制，AI 将被用于提升广告投放相关性、受众定向精度和整体活动效果，同时让广告主保留对营销活动的更强控制力。文章强调，这并非简单的小功能更新，而更像是一次底层广告系统逻辑的重构。xAI 全球广告负责人 Monique Pintarelli 也将其描述为一种新基础设施，目的是让后续创新能更快速地无缝接入，并以更稳定节奏持续推出新广告工具。由于 X 在去年已与 xAI 合并，这使得广告技术与 AI 能力的结合成为公司战略重点。对关注应用层 AI 的观察者而言，这是一条重要商业信号，说明 AI 正被直接嵌入广告定向、营销运营和平台收入恢复的核心基础设施中。报道与平台 rollout 公告本身均发生在过去 24 小时内。

Source

https://techcrunch.com/2026/04/30/x-announces-a-rebuilt-ad-platform-powered-by-ai/