X Bets on AI to Win Back Advertisers X, Elon Musk's social media platform, has launched a new advertising product called Creator Connect, designed to connect brands with relevant creators using artificial intelligence. The platform is bringing Creator Connect to market by using AI to connect brands with relevant creators seeking more advertising revenue. Mitchell Smith, X's head of global content partnerships, described the launch as part of a broader effort to enter what he calls the platform's "creator era," focused on building a healthier creator economy. The tool leverages technology from Elon Musk's AI company xAI and X's affiliated organizations. Smith described it as a "super-intelligent, creator-led branded content solution" that leverages the company's xAI toolset to match the best-fit creators on the platform with clients' specific campaign needs. Niche Creators in the Spotlight Creator Connect is designed, at least in part, to connect brands with smaller, more niche creators, outside of the platform's biggest players, many of whom already have an easier time securing deals with brands. The platform scans creators of all types and sizes, using AI to match them based on specific brand directives or campaign objectives. X says the tool can also surface similar accounts after a brand identifies a creator it likes, finding others with similar language styles or content. The platform says it has run campaigns using the product, including one for a premium laptop brand targeting tech creators interested in Formula 1, and another for a major film studio promoting a horror film. X aims to capture a larger share of the creator economy, hoping the tool will encourage creators to do more on the platform and generate more revenue, while also persuading brands to spend more on advertising. X has launched other incentives to promote original content, including a revised structure for its creator revenue sharing program, which rewards the original content creators, rather than reposters.