TLDR: X’s ambitious vision for automated advertising, heavily reliant on its AI assistant Grok, has been met with a lukewarm reception from advertisers. Concerns over relinquishing full control to an unproven AI, coupled with X’s historical volatility and ongoing brand safety issues, are contributing to advertiser hesitation.
X’s push towards a fully automated advertising ecosystem, spearheaded by its proprietary AI assistant Grok, has reportedly left advertisers underwhelmed. The initiative, aimed at streamlining the ad process, faces significant hurdles as marketers express reluctance to fully embrace the new system.
A primary point of contention is the requirement for advertisers to cede complete control to an AI tool. This hesitation is amplified by X’s past performance and perceived instability. Christopher Spong, associate director of social media and communications at Collective Measures, stated, “We’re still hesitant with X because it’s historically underperformed and Grok, its AI assistant, is unproven.” Spong further emphasized the need for tangible evidence of the platform’s efficacy, adding, “We’d need proof of its viability from a reputable source. The ‘trust us, bro’ messaging advertisers have been getting from X leadership isn’t inspiring confidence.”
Beyond the unproven nature of Grok, long-standing trust issues and brand safety concerns continue to plague X. Despite the platform’s efforts to introduce content controls, adjust moderation policies, and launch new brand safety tools, the personal conduct of X’s owner, Elon Musk – including amplifying conspiracy theories and reinstating banned accounts – has repeatedly undermined these reassurances. This creates a challenging environment for marketers seeking a safe and predictable advertising space.
Shamsul Chowdhury, global EVP paid social at Jellyfish, noted that while using Grok for automation makes advertising on X ‘more interesting,’ it doesn’t necessarily make it ‘more appealing,’ citing ongoing brand safety concerns around Grok itself. He highlighted the platform’s need for major brands to return to improve its reputation.
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X finds itself in a ‘chicken-and-egg’ dilemma: it aims to attract more ad revenue from small and medium-sized businesses (SMBs), but these businesses are awaiting validation and proven results, which typically come from significant investment by larger brands. However, with trust still eroded and reputation risks unresolved, major brands are not rushing back to the platform, making it difficult for X to demonstrate the necessary performance and legitimacy to attract a broader advertiser base. The challenge of obtaining human support, a persistent concern since the platform’s acquisition, further complicates matters for advertisers navigating the new automated landscape.
