A New Pitch Deck Reveals X Is Using Grok to Sell Brand Safety

A significant portion is dedicated to highlighting Community Notes, X’s crowd-sourced fact-checking feature, which allows users to add relevant context to posts that may include misinformation. Users are 80% more likely to delete a post if it receives a Community Note, according to research from Sorbonne Université Paris, Cornell University, and University of Washington. Now, X says it is piloting a new program that allows AI tools to propose Community Notes called the AI Note Writers API.

An appendix to the document also makes specific recommendations for the controls that advertisers should consider applying to different kinds of ad buys on X. For example, the company suggests applying pre-bid adjacency controls and “limited” sensitivity settings for timeline, profile, reply, search, and vertical video ads.

X’s advertising business has suffered substantive losses since Elon Musk’s $44 billion acquisition of the platform in late 2022, in large part due to brand safety concerns. Upon his takeover, Musk aggressively cut headcount, flipped the blue check-based identity verification system on its head, and loosened the app’s content moderation policies. The upheaval spurred a mass exodus of advertisers, many of whom did not want to risk their messages appearing next to controversial content. 

Though many major advertisers, including IBM, Disney, and Apple, have since returned to the platform, X’s total 2025 ad revenues, according to estimates from Emarketer, reached just $1.25 billion—roughly half the $2.43 billion it tallied in 2021 before Musk’s takeover.

In January, X elevated Monique Pintarelli to global head of advertising at xAI, part of its push to recover these lost revenues. In conversation with ADWEEK earlier this year, Pintarelli said X is focused on “how we can create user experiences on the platform that can also be beneficial for the advertising community.”

See the full pitch deck below.