X is rolling out a major redesign of its advertising platform, calling it the most ambitious overhaul in the company’s 20-year history. The company announced the rebuild earlier today, with a phased rollout starting this month.
Three pillars drive the new system
The new Ads Manager focuses on simplicity, advertiser control, and AI-powered performance. X says the updated system uses modern retrieval and ranking models to analyze user behavior in real time. The goal is to improve ad relevance, targeting, engagement, and return on investment.
This rebuild gives X a stronger ad tech foundation after years of turbulence under Elon Musk’s ownership. The platform has struggled to regain advertiser trust and momentum. While X was expected to post its first annual ad revenue growth since the 2022 takeover last year, revenue still lags behind its pre-acquisition peak. Many advertisers have long considered X’s ad tools weaker than those of competitors like Meta and Google, making this overhaul a long-overdue reset.
Ties to xAI and payments
Monique Pintarelli, head of global advertising at xAI, said the new ad stack is designed for faster product updates and regular feature releases for advertisers. This closer integration with xAI is part of a broader push.
Musk said in March that X Money, the platform’s digital payments system, would enter early public access in April. Reuters previously reported that X partnered with Visa to support wallet funding, peer-to-peer payments, and transfers back to bank accounts.
Everything app strategy takes shape
Together, the ad platform rebuild, X Money rollout, and xAI integration show X moving further toward Musk’s everything app vision. The platform is pushing on multiple fronts at once: advertising, payments, and artificial intelligence. Whether this strategy will reverse advertiser sentiment and revenue declines remains uncertain, but the tech foundations are clearly being reshaped.
