- X pushes Grok AI chatbot to advertisers for ad copy creation.
- Grok’s sarcastic tone and limited capabilities leave advertisers unimpressed.
- X struggles to retain advertisers, facing challenges from Meta and Google.
Grok’s sarcastic charm falls flat
X employees have been pitching the platform’s AI chatbot, Grok, to advertisers as a potential tool for creating ad copy.
However, the chatbot’s sarcastic and flippant tone, designed to be the antithesis of “woke” culture, has left advertisers unimpressed and skeptical about its usefulness for their brands.
Compared to other AI tools like OpenAI’s ChatGPT or Meta’s AI ad tools, Grok’s abilities are described as “basic” and unhelpful for experienced social or brand managers.
The chatbot can only generate text for X posts that can be run as ads on the platform, lacking the ability to create imagery or provide more sophisticated ad copy.
Brands steer clear of crude
AI Advertisers are not opposed to using AI in their work, but they are wary of Grok’s crude, sardonic, and intentionally ignorant responses.
Brands typically seek ad copy that aligns with modern social mores and avoids controversy, making Grok’s sarcastic and potentially offensive tone a major drawback.
The push for Grok is seen as a “desperate” move by X, which has struggled to maintain its appeal to brands since Elon Musk’s acquisition of the platform in 2022.
Despite efforts to attract small and medium-sized businesses with discounts and new features, X continues to face challenges in competing with platforms like Meta and Google for digital ad spend.
