X (formally Twitter) has started a phased rollout of a rebuilt advertising platform, described by the company as its largest ads overhaul in 20 years.
On Thursday, X announced that the new Ads Manager began launching in April 2026.
According to X, the platform was rebuilt from the ground up and focuses on three core areas including simplicity, advertiser control, and AI-powered performance.
Key features listed by the company include:
Simplicity: An AI-powered interface designed to make campaign creation faster
Unmatched Control: Tools giving advertisers more control and speed in managing campaigns
AI-Powered Performance: Updated retrieval and ranking systems for ad delivery, targeting, and optimization
X says the new systems use AI to understand user behavior and deliver ads based on real-time activity and context on the platform.
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The company states the shift toward "AI-driven contextual and semantic advertising" is intended to improve relevance, engagement, and return on investment for advertisers.
Furthermore, it said the rollout will continue over the coming months with a new design and additional features planned.
X stressed that the platform is designed for faster innovation and continuous updates.
Monique Pintarelli, Head of Global Advertising at xAI, said the rebuild shows the company’s focus on speed and innovation.
"Very few companies would have the ambition and technical courage to completely rebuild their entire advertising platform in such a short timeframe.
"We are designing this new ad stack to enable more rapid and seamless integration of ongoing innovation.
"Advertisers can expect a smooth delivery of continuous improvements and a regular drop of new features as we keep pushing the platform forward," Pintarelli said.
She added that X will work with partners during the rollout of the platform.