X is expanding its advertising capabilities with new AI tools powered by Grok, its AI assistant. The company says these features, ‘Prefill with Grok' and 'Analyze Campaign with Grok,’ will allow advertisers to create ads and optimize their campaigns using AI.

Prefill with Grok

The ‘Prefill with Grok’ tool automates ad creation. Advertisers can enter their website URL, and Grok will generate ad copy, images, and a CTA headline tailored to their brand. The AI-generated content is editable, so advertisers can control the process. They can adjust the text, change images, and modify the messaging to match their brand’s voice. 

Analyze Campaign with Grok

X is also offering AI-driven analytics through ‘Analyze Campaign with Grok.’ X says this tool analyzes and evaluates campaign performance, identifies trends, and offers suggestions for improvement.

Rather than manually analyzing data, advertisers can utilize AI to break down key metrics and provide recommendations for adjustments. According to X, the new tool enables advertisers to understand the impact of their ads and receive suggestions for improving ad targeting. The idea is to make campaign management more data-driven without performing extensive manual analysis.

X joins the AI advertising race with Google, Meta, and TikTok

Advertising platforms are relying more on AI to automatically generate ads. This includes creating ad copy, selecting images or videos, and optimizing targeting based on user behavior and trends. 

Over the past year,  platforms like Google, Meta, and TikTok have introduced AI-driven ad solutions. Google recently rolled out a text-to-image generation tool, allowing advertisers to create visuals from text prompts. Meta, through its Advantage+ suite, also uses AI to generate ad creatives, provides AI-powered performance analysis, and automates lead campaigns. 

In response to this trend, X is working to enhance its own AI capabilities to stay competitive in this space. In 2024, the platform launched ‘Trend Genius’ for brands to take advantage of real-time conversations happening on the platform.

The impact of the new tools on advertisers

The rollout is happening in phases, meaning advertisers using X Ads will gradually gain access to the new automation tools. 

According to X, the tool aims to assist businesses in ad creation and reduce the time spent developing ads. However, some advertisers may worry that using the tool could take away their ability to fully customize ads, especially in terms of brand-specific details, since automation might limit customization options.

But X says it won’t give Grok full control. Advertisers can still edit the content before finalizing it. This means they will have some level of control over the ad content. Therefore, for some advertisers, the ability to adjust Grok’s AI-generated content will be an advantage. However, for others, relying on AI to generate ad creatives may not align with their brand’s needs.

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