X launches AI creator matching platform for brands

X has introduced Creator Connect, an AI-powered platform designed to help brands identify and partner with creators on the platform based on campaign objectives, audience interests and real-time trends.

The launch forms part of X’s broader creator-focused strategy for 2026, aimed at expanding monetisation opportunities for creators while strengthening advertising solutions for brands.

AI-driven creator matching for campaigns

Creator Connect uses xAI technology to recommend creators for campaigns by analysing campaign goals, audience behaviour and live cultural conversations on the platform.

X said it will oversee the full process, including creator discovery, outreach, content production and distribution, while allowing brands to approve campaigns at each stage.

Mitchell Smith, Global Head of Content Partnerships at X: "We're entering our creator era at X, and are dedicated to building a healthy, sustainable creator economy. 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."

X expands creator monetization tools

The company recently introduced several creator-focused initiatives as part of what it describes as its “Year of the Creator” strategy.

These include the launch of Creator Subscriptions 2.0, which adds features such as Exclusive Threads designed to help creators monetise relationships with followers. X also said it has doubled creator revenue sharing and launched platform contests, including a recent programme awarding $1 million to Top Article participants in the United States.

Monique Pintarelli, Head of Global Advertising, xAI: "Creator Connect uses advanced AI technology to redefine how brands source creators to authentically engage with consumers, and create even more impact on X. When you pair that with our real-time super power, and the iconic cultural moments that unfold on platform, it unlocks a unique opportunity for our clients. The kind of opportunity that can only happen on X."

www.x.ai

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