Elon Musk’s vision to automate as much of the ad process as possible using Grok has been met with a lukewarm response from advertisers.
Part of the hesitation is that it requires handing over complete control to an AI tool — something advertisers already do reluctantly with Google and Meta. Doing so on a platform with X’s historical volatility makes the leap even harder.
“We’re still hesitant with X because it’s historically underperformed and Grok, its AI assistant, is unproven,” said Christopher Spong, associate director, social media and communications at Collective Measures. “We’d need proof of its viability from a reputable source. The ‘trust us, bro’ messaging advertisers have been getting from X leadership isn’t inspiring confidence.”
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