X (formerly Twitter) has launched Creator Connect, an artificial intelligence-powered feature designed to automatically match advertisers with relevant content creators based on campaign goals, audience behaviour, and real-time platform trends, in a major push to expand its creator economy strategy.
The new system is positioned as an end-to-end influencer marketing solution that allows brands to discover, evaluate, and engage creators directly within the platform, removing the need for external influencer marketing directories or manual selection processes.
Brandspur Brand News Desk reports that Creator Connect uses AI models to analyse creators’ text, video, and image content across the platform in order to identify the most suitable matches for brand campaigns, after which selected creators are contacted for potential collaboration.
According to X, the system is designed to move beyond popularity-based selection by prioritising relevance and audience alignment, ensuring that both large-scale influencers and niche content creators can access brand partnership opportunities.
Mitchell Smith, Global Head of Content Partnerships at X, explained that the platform is built to surface “high-impact creators” across different categories, including those with smaller but highly engaged and topic-specific audiences.
He noted that Creator Connect is intended to democratise influencer marketing by widening access to monetisation opportunities, rather than concentrating brand deals among only top-tier creators.
The rollout forms part of X’s broader “creator era” strategy, which aims to strengthen its position within the rapidly growing creator economy and expand revenue opportunities for both the platform and its users.
The company has also introduced additional monetisation tools such as Creator Subscriptions 2.0, which enables creators to offer exclusive content and engagement features to paying subscribers, further deepening audience relationships.
X disclosed that its Creator Revenue Sharing programme has already paid out more than $45 million to creators globally, with the company significantly increasing its revenue pool in 2026 following growth in Premium subscriptions.
Industry analysts say the launch reflects a wider trend across major social media platforms, including TikTok, Instagram, YouTube, and Snapchat, all of which are investing heavily in AI-driven advertising systems and creator monetisation ecosystems.
The introduction of Creator Connect highlights the growing convergence of artificial intelligence and influencer marketing, as platforms compete to centralise advertising workflows and capture a larger share of global digital ad spending.
