X has introduced an Ads Model Context Protocol (MCP) server, which enables advertisers to link their X campaigns to third-party AI technologies and utilize them to create, improve, and analyze advertising tactics.

The new method enables marketers to integrate X Ads data with MCP-compatible AI systems like Grok and Claude, providing access to campaign details and analytics via natural-language queries. X said that the server can also operate with bespoke AI agents created with MCP software development kits.

The move provides marketers with an option to depending entirely on X’s advertising tools and models. Instead, campaign data may be loaded into the advertiser’s preferred AI system, which will subsequently deliver recommendations and assistance based on that information.

MCP, or Model Context Protocol, is an open standard that connects AI systems to other applications and data sources. X had previously introduced a hosted MCP server for its larger API, which allowed AI tools to access X data via a user’s account rights.

The Ads MCP server allows access to campaign data, performance metrics, and other advertising information via AI-powered interfaces, possibly making campaign monitoring and optimization more conversational and less reliant on traversing X’s advertising platform.

The debut comes as social media platforms become more open to third-party AI solutions. Meta launched its own MCP link in April, while TikTok, Pinterest, and Snapchat have all revealed MCP connections.

For advertisers, the change signals to a more open model of AI-assisted campaign management, in which businesses may select which AI tools to collaborate with while still using platform-specific data to drive their advertising decisions.