By Ken Muthomi - Reporter
United States , May 19 ,2026 - X has announced a new AI-powered feature dubbed “Creator Connect,” which is aimed at helping brands identify and collaborate with creators on the platform based on audience interests and their campaign goals.
The tech company has said that the new feature will recommend the most impactful creators on the platform who are likely to drive engagement and deliver results for advertisers through targeted campaigns and real-time trends.
The social media platform will coordinate the entire collaboration process, including creator discovery, outreach, content development, and distribution, while also allowing brands to maintain approval control throughout the campaign.
“Creator Connect empowers brands to instantly tap into culture-defining voices, reach the right audiences, and deliver meaningful results. This launch is part of X’s ongoing creator focus this year, designed to unlock greater opportunities for both brands and creators,” a statement from X stated.
Speaking during the rollout of the feature, the Global Head of Content Partnerships at X, Mitchell Smith, said that the company is ramping up efforts to ensure that creators are prioritised in business strategies.
“This has been fueled by the great organic work that our product team has been facilitating, which now gives us the credibility to have a commercial offering to match creators with brands,” Smith said.
The new move is part of the company’s broader “Year of the Creator” initiatives, which are keen on expanding monetization opportunities for content creators as well as supporting the creator economy on the platforms.
Just recently, the company introduced Creator Subscriptions 2.0, which is an upgraded monetisation feature designed to help creators form stronger and more productive relationships with audiences through new features, including Exclusive threads.
Launched in March this year, Exclusive Threads is a monetization feature on X that allows creators to lock part of a thread behind a paywall, giving only paying subscribers access to premium content such as detailed insights, replies, or the conclusion of a discussion.
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