X Introduces New AI Advertising Tools

Grok AI, an advanced AI platform developed by Elon Musk’s X AI, has sparked widespread media coverage after its integration into X. Last Friday, X announced the debut of new AI-powered advertising tools as two new features on Ads Manager that will automate ad creation and performance analysis. Since Elon Musk’s acquisition of the platform, major brands have cut spends drastically on the platform due to the content moderation as well as a maintaining a brand safe environment. In essence, this implementation of an AI tool is another step to reinvigorate its advertising business.

What is Grok?
Grok is a generative AI chatbot based on the same large language model of the same name. In simple terms, is it X’s (formerly Twitter) answer to similar AI tools released by Google and Meta but specifically for the X platform.

Features:
The first feature, ‘Prefill with Grok’, generates a ready-to-use ad, creating ad copy, imagery and CTA (call-to-action) headlines – using only the website URL supplied by the advertiser. Advertisers can then tweak the ad copy or imagery if they need to before setting the ad live.

The second feature ‘Analyse Campaign with Grok’, helps advertisers to optimise and analyse the performance of campaigns. It provides advertisers with a breakdown of how the ads are performing along with trends and key opportunities to tap into. Advertisers can then refine their targeting or adjust creative accordingly, ensuring that the campaign is optimising effectively.

What this means for Irish advertisers:

This is currently being rolled out across X so not all advertisers are able to access it yet but once fully integrated, the implementation of AI will allow brands to tap into trends and identify key opportunities which will be driven by Grok’s understanding of ads on X as well as user engagement. For advertisers within the Irish market that are using X within their media portfolio, we would recommend a test and learn approach driven by both current user insights as well as AI powered insights to maximise the effectiveness of campaigns on X.

https://www.adweek.com/media/x-rolls-out-ai-generated-ads-in-push-to-win-advertisers-back/

https://www.socialmediatoday.com/news/x-formerly-twitter-ai-ad-automation-tools/740709/