NEWS: X is launching "Creator Connect," an AI-powered product that matches brands with creators on the platform using xAI technology. The system analyzes campaign objectives, real-time trends and audience interest to surface hyper-specific creators across video, text or both. X says Creator Connect is designed for rising and niche creators, not just the top 1%. Brands can also find "lookalike" creators with similar voices and styles. Early campaigns include a premium laptop brand targeting F1-enthusiast tech creators and a major movie studio for a horror film launch. World Cup activations are in the pipeline. X is also pairing Creator Connect with "Trend Genius," which deploys brand assets in real time based on conversation velocity when a topic is spiking on the platform. Mitchell Smith, X's global head of content partnerships: "2026 is the year we're entering our creator era as a platform."

NEWS: 𝕏 has officially launched Creator Connect, a new AI-powered system that matches brands with creators in real time. Using xAI tooling, the platform analyzes campaign goals, audience interests and live trends to connect brands with creators who are actively shaping culture on X. But this goes beyond creator discovery. 𝕏 now manages the full process from outreach and content creation to distribution, while brands keep approval control throughout the campaign. The bigger shift is what this means for creators. Smaller and niche creators may now have a far better chance of being discovered and monetized instead of only the largest influencers dominating brand deals. This launch is also part of X’s broader “Year of the Creator” push, which includes upgraded subscriptions, exclusive content tools and increased creator revenue sharing. 𝕏 is turning into a real-time creator economy platform, not just a social network.

Had the best time yesterday hosting our first X Creator Connect event in NYC! I say this a lot, but truly there’s never been a better time to be a creator on X. So much more to come :) Huge thank you to the powerhouse team that made this happen: @myleswagner @mike_mcconnon12 @johnbai @Ethan_Ng_13 and, of course, our creator extraordinaire @martyrdison. Where should we do this next?