X Unveils New Vision to Potential Ad Partners

X (formerly Twitter) is presenting new opportunities to potential ad partners which include:

• Advancing ad tech
• Improved influencer placement
• AI integration
• AI-powered search
• Peer-to-peer payments
• Premium content
• Enhanced ad performance

These are part of X's efforts to boost its revenue streams and regain advertisers' trust.

X is planning to integrate its Grok AI chatbot into its discovery elements to provide summaries of trends on X within the Explore tab. The next phase involves using AI tools to power user search to uncover more relevant matches for users and potentially benefit brand partners. However, details on how this will specifically improve search results for the benefit of brand partners are still vague.

X has made some progress towards integrating peer-to-peer payments by obtaining money transmitter approval in Tennessee, and now holds money transmitter licenses in 25 U.S. states. However, X would also need payment processor licensing to facilitate direct shopping in-stream. While it is progressing, it's still likely at least a year away from offering direct user transfers, with plans to enable full payments and banking services within the X platform by the end of 2024.

X's Amplify content sponsorship offering is a new placement offering that allows brands to sponsor content from chosen creators. X is expanding this offering to give advertisers more options on ad placement, working with selected creators to offer more monetization potential. Eventually, brands will be able to choose specific content from specific creators to help boost their brands.

X has been touting its improved AI audience matching and placement tools. In recent tests of its updated AI-based ad placement, X claims that advertisers saw a 10% increase in click-through rates and a 16% increase in conversions on average. These improvements are part of X's focus to help advertisers maximize their results.