Elon Musk's Automation Initiative on X Faces Cautious Reception
Elon Musk's initiative to automate the advertising process on X through the Grok AI platform has received a tepid response from advertisers. A key concern is the necessity for brands to relinquish full control to AI tools—something they are already cautious about with platforms like Google and Meta. The added volatility of X complicates this transition.
Advertiser Concerns and Trust Issues
"Our hesitation with X stems from its historical underperformance and the unproven nature of Grok," explained Christopher Spong, Associate Director at Collective Measures. "We need credible proof of its effectiveness, and the current messaging from X's leadership, which seems to rely on trust us, trust us, approach, doesn’t inspire confidence."
Lack of Human Support Since Musk’s Takeover
Beyond trust issues, the lack of consistent human support since Musk’s takeover in October 2022 remains a significant obstacle. Multiple advertising executives confirmed the absence of ongoing account representatives, leading to difficulties in troubleshooting, raising concerns, or seeking guidance.
"Since...