X Revamps Ad Platform with AI Targeting for Small Businesses

X has announced significant updates to its ad platform aimed at improving efficiency and performance for small and medium-sized businesses (SMBs). The overhaul introduces key features designed to streamline campaign management and boost results with less manual intervention.

The primary update focuses on AI-powered targeting, which leverages internal engagement data to optimize ad delivery. By analyzing user behavior and interests, this AI helps advertisers reach a more relevant audience without the need for detailed demographic targeting. This feature aims to maximize reach and response by connecting ads with users more likely to engage based on past activity.

In addition, X’s platform now offers bid optimization tools, allowing advertisers to set a desired return on investment (ROI) target alongside their daily budget. This change aims to help businesses better control their spending while driving profitability. The platform also automates tracking pixel creation, simplifying the process of measuring ad performance, and introduces one-click direct message (DM) support for quicker communication.

While these updates promise to help SMBs launch campaigns faster and more efficiently, the real test will be whether X’s AI systems outperform traditional manual targeting methods. The company continues to promote its commitment to brand safety, even amid a shift toward a more “free speech” ethos as promoted by Musk after he took over the platform.