The news: X is redesigning its ad manager around AI-based semantic and contextual targeting, making AI-driven ranking and retrieval central to how ads are served.

The update is aimed at improving advertiser control, campaign speed, relevance, engagement, ROI, and targeting precision on X.

X described the move as “the most ambitious advertising platform overhaul in the company’s 20-year history,” noting that it is revamping its ad platform “from the ground up.”