X, formerly known as Twitter, is introducing a new feature that allows advertisers to create ad audiences for their campaigns using conversational descriptions. Through X’s AI system, advertisers can simply describe the audience they want to reach, such as “users who are leaders in technology”, and the system will generate an ad audience based on that description. Advertisers will also be able to view an overview of top users in the generated audience, along with their related interests and locations, and further refine their targeting without needing in-depth knowledge of specific targeting terms. This approach aligns with Google’s recent announcement at its NewFronts presentation.
The concept behind this new AI feature is to enable the ad system to extrapolate the perfect audience for each campaign based on straightforward descriptions of the desired target audience. This could potentially be a significant development with added value for many advertisers, although its effectiveness will ultimately depend on the execution and results that brands achieve from their campaigns when relying on X’s automated targeting. X has expressed confidence in its targeting systems, highlighting a 10% increase in click-through rates and a 16% increase in conversions driven by its improved AI audience matching and placement tools.
Despite the promising results and potential benefits of X’s new AI targeting feature, some advertisers may still have reservations about using the platform. Concerns about X’s moderation policies and controversial posts from owner Elon Musk may be deterring advertisers from fully embracing X as an advertising channel. However, for advertisers who still find value in X ads and have an audience on the platform, the new AI targeting option could offer a valuable opportunity worth exploring once it is released. X has only mentioned that the feature is “coming soon”, so advertisers will have to wait for its availability on the platform.
Overall, X’s initiative to introduce AI-driven ad audience creation could streamline the process for advertisers and potentially improve campaign performance through better targeting. By simplifying the audience creation process and leveraging generative AI technology, X aims to provide advertisers with a more efficient and effective way to reach their desired audience. While the success of this new feature will depend on its actual implementation and impact on campaign results, it presents an innovative solution for advertisers looking to optimize their advertising efforts on the platform. However, the reception of this new feature may also be influenced by factors such as X’s moderation policies and controversial content, which could impact advertisers’ willingness to utilize the platform for advertising purposes.