The business account for the social media platform formerly known as Twitter, now referred to as ‘X,’ announced a new artificial intelligence (AI)-enhanced feature for advertisers called “AI Audience.” This feature enables advertisers to define their target audience in brief descriptions, after which X’s AI systems will quickly generate a relevant user pool for that target. Concerns were raised about the AI’s accuracy in identifying the correct audiences and the potential for perpetuating biases, while others see it as a significant advancement in targeted advertising efficiency and value.

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