X Launches AI Tool To Match Brands With Creators

X Bets on AI to Win Back Advertisers

X, the social platform owned by Elon Musk, has launched a new advertising product called Creator Connect, designed to pair brands with relevant creators using artificial intelligence. The platform is bringing Creator Connect to market using AI to connect brands with relevant creators in search of more ad dollars.

Mitchell Smith, X's global head of content partnerships, described the launch as part of a broader push to enter what he calls the platform's "creator era," focused on building a healthier creator economy. The tool draws on technology from xAI, Elon Musk's AI company and X's sister organisation. Smith described it as "a hyper-intelligent creator-led branded content solution" that leverages proprietary xAI tooling to pair the most suitable creators on the platform with client-specific campaign needs.

Niche Creators in Focus

Creator Connect is designed, at least in part, to connect brands with smaller and more niche creators, beyond the largest players on the platform, many of whom would already have an easier time securing brand deals. The platform scans across all creator types and sizes, using AI to match based on a brand's brief or specific campaign objectives.

X says the tool can also surface lookalike accounts once a brand identifies a creator it likes, finding others with a similar voice or content style. The platform says it has already executed campaigns using the product, including one for a premium laptop brand targeting tech creators with an interest in Formula 1, and another for a major movie studio promoting a horror film.

X wants to carve out a bigger slice of the creator economy, hoping the tool can entice creators to do more on the platform and earn more revenue, while also persuading brands to spend more on advertising. X has already rolled out other incentives to promote original content, including a revised structure for its creator revenue share program, which rewards original content authors rather than re-posters.

Sources:
The Hollywood Reporter: X Is Making a Major Creator Push, Launching Ad Product to Connect Brands and Users
Social Media Today: X Announces Creator-Driven Ad Partnership