X has launched “Creator Connect,” an AI-powered solution that matches brands with creators on the platform based on campaign objectives, audience interests, and real-time trends.

The tool uses xAI technology to recommend creators suited to a client’s specific goals. X manages the full campaign workflow, including creator discovery, outreach, content creation, and distribution. Brands retain approval authority at each stage of the process.

Mitchell Smith, Global Head of Content Partnerships at X, framed the launch as part of a broader commercial push tied to the platform’s internal product development. “This has been fueled by the great organic work that our product team has been facilitating, which now gives us the credibility to have a commercial offering to match creators with brands,” Smith said in an announcement.

Monique Pintarelli, Head of Global Advertising at xAI, pointed to the platform’s real-time nature as a key differentiator for brand campaigns. “When you pair that with our real-time super power, and the iconic cultural moments that unfold on the platform, it unlocks a unique opportunity for our clients,” Pintarelli said.

Part of a Wider Creator Push

Creator Connect is part of X’s self-described “Year of the Creator” initiative. Earlier this year, the platform launched Creator Subscriptions 2.0, which introduced “Exclusive Threads,” a feature allowing creators to place portions of a post thread behind a subscription paywall. Subscribers can sign up directly within a conversation, and subscriber-only content now appears in a creator’s main profile feed. X also streamlined the subscriptions setup process and introduced a new creator earnings dashboard.

X has additionally doubled revenue sharing for creators and introduced a “Paid Partnership” label for posts where content is paid for or incentivized by a third party.

Creator Connect is available now. X did not disclose pricing or eligibility requirements for brand advertisers.

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