At Advertising Week New York, X unveiled “X Lift,” a set of AI tools inside X Ads Manager that lets first-time advertisers turn a website URL into a finished ad campaign in a few clicks.

The tool is designed to eliminate the manual setup that has historically slowed smaller businesses from advertising on the platform. Advertisers enter their website address, and X Lift’s AI generates a range of ad images and copy while building out the full campaign, including targeting. The advertiser then sets a budget, reviews the draft, and can launch immediately.

X Lift is the first in a planned suite of AI tools being added to X Ads Manager to simplify onboarding for smaller businesses, with more tools to follow, according to the company.

“X is where conversation happens in real time, and where businesses can turn that attention into action,” said Monique Pintarelli, Head of Global Advertising at xAI. “X Lift makes it simpler for advertisers, especially SMBs, to build on X, get inside these moments that matter and drive results across the full funnel, from conversation to conversion.”

X said active self-serve advertisers grew 50% in Q3 2026 compared with the same period in 2025. The company cited giv soft butter, a brand that shifted its approach from third-party marketplace campaigns to sales campaigns on X, as an example of the trend. X now accounts for about 75% of the company’s total sales, with recent campaigns delivering more than 4x return on ad spend, according to the company.

X Lift builds on a broader push to court advertisers that the company has described as the most significant rebuild of its advertising platform in its 20-year history. X introduced a “Google Tag Manager” integration, a consolidated Conversion API hub, and a real-time conversion diagnostics dashboard in Ads Manager in June, moves it said were meant to make advanced measurement accessible without requiring developer support. Pintarelli, who has led the advertiser-facing rollout across these updates, has repeatedly framed the changes around lowering the technical barrier to entry for smaller advertisers rather than enterprise accounts.

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