Jack Paul 
X is rolling out what it calls the most ambitious overhaul of its advertising platform in the company’s 20-year history. The platform is rebuilding its Ads Manager from the ground up as Elon Musk pushes X deeper into payments, advertising, and AI.
The ad platform rebuild was announced earlier today, with a phased rollout beginning this month, according to a post on X.
Three pillars of change
The overhaul centers on three main goals: simplicity, advertiser control, and AI-powered performance. X said the new system uses modern retrieval and ranking models to understand user behavior in real time. This should improve ad relevance, targeting, engagement, and return on investment.
The rebuild represents a significant update to the ad tech foundation. X has been trying to regain advertiser confidence after years of turbulence under Musk’s ownership.
Revenue recovery in sight
X was expected to post its first annual ad revenue growth since Musk’s 2022 takeover last year. Even so, revenue stayed below its pre-acquisition peak. X’s ad tools have also long been viewed as weaker than those of rival platforms, making this overhaul a long-needed reset.
The new ad stack ties directly into X’s closer integration with xAI. Monique Pintarelli, head of global advertising at xAI, said the rebuild is designed to allow faster product updates and a regular flow of new features for advertisers.
Everything app strategy
The timing matters because X is pushing on multiple fronts at once. 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 had partnered with Visa to support wallet funding, peer-to-peer payments, and transfers back to bank accounts.
Together, the ad rebuild, X Money rollout, and xAI integration show X moving further toward Musk’s everything app strategy. It’s a big bet that a stronger advertising platform, combined with payments and AI, can bring back advertisers and keep users engaged.