X announces a rebuilt ad platform powered by AI

Elon Musk’s X is still trying to woo back advertisers — this time with a rebuilt, AI-powered ads platform that started to rollout on Thursday. The tech company initially struggled to grow ad revenue in the first few years of Musk’s reign, leading it to shift its focus to other monetization channels, including AI and subscriptions. However, forecasts from eMarketer indicate that X’s ad business has been turning around as of late, with estimated ad revenue of $2.26 billion in 2025, rising to $2.46 billion in 2026. While that’s still half the size of Twitter’s 2021 ad business, it’s headed in the right direction again.