X owner Elon Musk has announced plans to integrate advertising directly into responses from Grok, the platform’s AI chatbot, as part of an effort to strengthen X’s underperforming ad business. Advertisers will be able to pay for their products or services to appear as suggested solutions when users query Grok, aligning promotions with user intent.
Musk said the move follows a focus on making Grok one of the most accurate AI systems available and will help offset the high cost of running GPU infrastructure. The company also plans to leverage technology from xAI, Musk’s AI venture, to improve ad targeting on X. xAI acquired X earlier this year in a $45 billion transaction.
