X announces the launch of Creator Connect, using AI to match brands with creators for collaboration

X announced the launch of the AI-driven brand and creator matching tool Creator Connect, which intelligently matches platform creators based on brand marketing goals, audience interests, and real-time trends. This feature is realized through xAI tools, and X will be responsible for the entire process of creator selection, contact, content creation, and distribution, while brands can review at each stage.

Mitchell Smith, X's Head of Global Content Partnerships, stated that the platform is entering the "Creator Era" and is committed to building a healthy and sustainable creator economy. Monique Pintarelli, Head of Global Advertising at xAI, said that Creator Connect combines AI technology with X's real-time communication capabilities to help brands reach consumers more efficiently.

This release is part of X's "Year of the Creator" initiative. Previously, the platform has launched features such as Creator Subscriptions 2.0 and Exclusive Threads, and has doubled creator revenue sharing.