X has introduced a revamped version of its Ads platform. In a post on its social-media platform, the company says the redesign is focused on attracting more small businesses and driving better results.

The microblogging app says its “entirely new X Ads platform,” available now to “select new advertisers,” uses the company’s AI technology to “enhance targeting efficiency.” Advertisers will also be able to set their desired cost per action -- a feature aiming to help maximize SMBs' profitability in the app.

In addition, the company says it has added other features, including bid optimization for brands’ target ROI, automatic tracking pixel creation for enhanced measurement, one-click DM support, and AI-powered “Auto Targeting,” which uses internal engagement insight to optimize delivery of brands’ ads to their desired audience.

The updates align with competitors' recent advertising-platform updates across the social-media landscape -- prioritizing automated creation, targeting and search with AI-powered ad systems that provide advertisers with the ability to utilize platforms’ internal data to reach new audiences and maximize ad spend with less manual effort.

This update comes at a time when X is looking for a way to attract more ad dollars. Since owner Elon Musk's takeover in 2022, the platform's ad revenue is down around 80%, having lost almost all of its brand equity.

After losing the trust of major advertisers over the past year, with Kantar reporting that 26% of marketers across the globe are planning to decrease their ad spend on X in the coming year, the company is pivoting to gain the trust and attention of smaller brands.

The new ad platform may also be the result of Angela Zepeda, X's first global head of marketing since Musk bought the platform. Upon being hired, X CEO Linda Yaccarino said Zepeda would shape the company’s “transformation” moving forward.