On May 19, X announced the launch of Creator Connect, a new AI-powered tool designed to Intelligently match brands with creators. LeverAGIng xAI technology, the platform analyzes brand marketing objectives, audience interests, and real-time trends to identify the most suitable content creators for specific campaigns.
X will manage the entire partnership lifecycle, including creator vetting, outreach, content production, and distribution. Brands retain control throughout the process, with the ability to review and APProve content at every stage.
Mitchell Smith, Global Head of Content Partnerships at X, stated that the platform is entering a "Creator Era" and remains committed to building a healthy, sustainable creator economy. Monique Pintarelli, Global Head of Advertising at xAI, added that Creator Connect combines advanced AI with X's real-time conversation capabilities, enabling brands to reach consumers more efficiently.
This launch is part of X's broader "Year of the Creator" initiative. The company has previously introduced features such as Creator Subscriptions 2.0 and Exclusive Threads, and has doubled its creator revenue share program.
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