Social media platform X (formerly Twitter, now under Elon Musk’s SpaceX) recently launched an ad product called Creator Connect, which uses artificial intelligence to connect brands with creators, aiming to further expand its advertising revenue. The tool, powered by xAI technology, intelligently matches brands with the best-fit creators based on audience characteristics, real-time trends, and campaign objectives—including "similar creators" and long-tail niche creators—giving smaller, previously overlooked creators access to brand partnerships.
Unlike most platforms that only serve top-tier creators, X emphasizes that Creator Connect is designed to open up monetization opportunities for creators outside the top 1%. Brands can use the tool to discover creators that align more precisely with their identity, while creators gain a path to more stable brand deals. This move is seen as X’s strategic bet on the creator economy after losing a significant number of advertisers, marking a shift from traditional social advertising to AI-powered creator marketing.
