PANews reported on May 19th that X officially announced the launch of Creator Connect, an AI-powered creator matching tool that intelligently recommends creators on its platform based on brand marketing goals, audience interests, and real-time trends. X manages the entire process from creator discovery and outreach to content creation and distribution, giving brands approval control at every stage.

X's Global Head of Content Partnerships stated that the platform is entering a "creator era," committed to building a healthy and sustainable creator economy. Creator Connect uses the xAI tool for matching and is part of X's "Year of the Creator" initiative. Previously, X launched several features, including Creator Subscriptions 2.0, and doubled creator revenue sharing.