X Launches AI-Powered Creator Connect to Match Brands with Creators

Huo Xing Finance reports that on May 19, X announced the launch of Creator Connect, an AI-powered brand and creator matching tool that intelligently pairs creators with brands based on marketing objectives, audience interests, and real-time trends. The feature is powered by xAI tools, with X handling the entire process—from creator selection and outreach to content creation and distribution—while brands retain the ability to review at each stage. Mitchell Smith, Global Head of Content Partnerships at X, stated that the platform is entering the “era of creators” and is committed to building a healthy, sustainable creator economy. Monique Pintarelli, Global Head of Advertising at xAI, said Creator Connect combines AI technology with X’s real-time distribution capabilities to help brands reach consumers more efficiently. This launch is part of X’s “Year of the Creator” initiative, following previous features such as Creator Subscriptions 2.0 and Exclusive Threads, along with a doubling of creator revenue shares.