Billionaire Elon Musk has announced plans to improve X’s timeline, promising that users will regularly experience better content recommendations and overall improvements. The platform will soon move its ad recommendations onto the same AI system currently used to optimize organic posts based on users’ interests.
Earlier this month, during an X Spaces session, Musk hinted at his ambition to transform X into the world’s leading advertising platform. He introduced Grok, an AI system he described as the “smartest in the world” based on benchmark scores. Despite this optimism, X’s organic posts have stagnated at pre-acquisition levels.
In a recent Sunday post on X, Musk confirmed the ongoing timeline enhancements: “You should notice rapid improvements in the quality of your timeline almost every week, but there will be two steps forward and one step back at times. We are also switching advertising recommendations to use the same Grok/AI system as organic posts, so the quality of ads will get radically better.”
Musk considers Grok a significant upgrade from Twitter’s previous, somewhat random ad targeting methods. However, since Musk’s acquisition, concerns over brand safety have played a major role in advertisers’ departure, triggered by looser ad placement policies and public disputes with critics. Although some advertisers returned after the 2024 election, advertising revenue still falls short compared to pre-acquisition figures.
X recorded approximately 100 million original posts per day in 2023, and current activity remains near that level, indicating some stagnation. Still, Musk is hopeful that smarter AI-driven targeting combined with safer ad placements will boost the platform’s appeal.
Previously, Musk revealed plans to launch a system that scans posts, replies, quotes, and reposts to predict each user’s interests. This initiative aims to help lesser-known creators whose high-quality content often goes unnoticed. By leveraging AI, Musk promises to bring worthy content to the surface regardless of follower counts.
Users will be able to customize their feed preferences with Grok at any time—whether for a temporary tweak or a permanent change. Ideally, this system will surface posts from smaller creators to relevant audiences, thereby enhancing overall engagement. However, those who prefer a hand-picked, chronological timeline might not notice much difference.
X has already taken steps to improve ad quality by restricting emoji use and banning hashtags in ads. The platform also introduced an “aesthetic score” to lower costs for well-designed creatives. Critics, however, have questioned this score, suggesting it may reflect Musk’s personal tastes more than objective metrics.
**AI Transforms Ads and Monetization on X**
X is rolling out AI-powered Dynamic Product Ads that showcase products tailored to individual users. Musk also plans to integrate ads into Grok chatbot responses based on user queries. In the future, advertising campaigns may be fully managed by Grok after advertisers upload their creative assets.
By deploying Grok’s AI, X aims to deliver hyper-targeted campaigns to advertisers while providing smaller creators with access to specialized audiences. This shift has the potential to revolutionize engagement and monetization across the platform.
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