X restructures its advertising platform, introducing the latest AI models in the largest system overhaul in the company's history. - GIGAZINE

X (formerly Twitter) announced a rebuilt advertising platform powered by artificial intelligence. The company introduced an AI-powered search and ranking system for X Ads, described as the 'largest system overhaul in the company's history.' The new system aims to deliver ads with more accuracy and dynamic targeting, according to the announcement.

The overhaul focuses on integrating 'cutting-edge AI' to improve how ads are selected and ranked for users. X stated that the system uses advanced machine learning models to analyze user behavior and context for ad placements. The company did not disclose specific technical details or the models involved. The announcement did not include a timeline for rollout.

The platform has experimented with various ad formats and policies to win back advertisers. The AI-powered overhaul represents a significant strategic bet on technology to address advertiser concerns.