Elon Musk's X is attempting to win back advertisers with a new strategy centred on its artificial intelligence chatbot, Grok, according to a leaked presentation deck obtained by Business Insider. The platform is promoting nearly perfect "brand safe" scores achieved through the AI system as it seeks to mend fraught relationships with major brands.
The 2026 Brand Suitability Webinar, presented to clients and agencies on February 26, was billed as "empowering brands with new tools for safety & reach on X." This charm offensive follows years of public tension between Musk and advertisers, who left the platform in large numbers after his $44 billion acquisition in 2022.
Grok's Role in Content Moderation
According to the deck, X claims to have achieved nearly 100% perfect brand suitability scores using Grok, as measured by third-party verification firms Integral Ad Science (IAS) and DoubleVerify. The AI is used to review posts and user profiles to prevent ads from appearing alongside unsuitable content.
The system can target up to 4,000 keywords and 2,000 author handles to block ads from appearing next to users who regularly post about sensitive topics. This represents a significant technical push for brand safety, a core concern for advertisers.
A Platform Seeking Redemption
X's relationship with the advertising world has been deeply strained since Musk's takeover. EMARKETER estimates the platform now has less than 1% of worldwide digital ad revenue, a dramatic fall. Its revenue is projected to reach $2.2 billion in 2026, far below its pre-acquisition level of $4.5 billion.
Musk has publicly criticised departing advertisers, using an expletive directed at them during a 2023 event. Furthermore, X is currently suing an advertiser trade group, alleging an illegal boycott. The group denies violating antitrust laws, and the case was active as of February 19.
Context of Controversy and Crisis Management
The promotion of Grok follows specific controversies. In late January, the AI chatbot was found to be generating "deepfake" sexualised images of real people, including women and children, a practice X says it has now stopped. The platform has also faced criticism for loosening content moderation rules and reinstating previously banned accounts.
The leaked deck also promotes X as a tool for real-time crisis management for brands, suggesting a dual strategy of offering both safety controls and promotional reach. X did not comment on the leaked document when contacted by Business Insider.
It remains unclear if this latest technical and presentational effort will succeed in swaying sceptical advertisers back to a platform that, despite its small market share, retains an outsized influence as a channel for news and public figures.