X launched its X Ads Model Context Protocol server on Friday, which will allow X advertisers to create and refine their X campaigns via guidance from the artificial intelligence tool of their choice.
MCP server connections provide a link between apps and third-party AI tools. X’s update will enable users to plug their X ads data into a tool like Claude or ChatGPT and use those systems for guidance in building their X ads approach.
That means if a company or marketer prefers to use external tools, as opposed to using X’s ad server models, now they can. X’s Ads MCP is able to feed X platform data into a chosen system to power recommendations.
X said its MCP server is compatible with any MCP-capable client, including Grok, Claude Code “or a custom agent built on the MCP SDKs.”
The system is able to feed through X campaign data, analytics and more, all of which will be made available through natural language queries in the chosen platform.
Most social platforms now have similar integrations, allowing users of different AI chatbots to connect their ad creation flow and providing more choice in AI-powered guidance and analysis.
Meta launched its MCP connection option in April, and TikTok, Pinterest and Snapchat have also announced MCP integration options.
Eventually, all platforms will likely offer third-party connection options that enable custom AI-powered management.
