X rolls out AI content labels as it seeks to stabilise advertising revenue

As part of its push to strengthen transparency and rebuild advertiser confidence, X has rolled out a new “Made with AI” label that allows creators to tag posts containing AI-generated or manipulated media. The feature enables users to voluntarily disclose when images, videos or text have been created or altered using artificial intelligence.

The move follows earlier enforcement tools under its “Manipulated Media” policy, where the platform can automatically apply warning labels or restrict visibility if content is deemed misleading. The AI tag signals a broader attempt to formalise disclosure standards as synthetic media becomes more common across social platforms.

In January, X was also reported to be testing an in-stream paid partnership tag designed to make sponsored posts more clearly identifiable within the feed. The feature was first spotted by app researcher Nima Owji, who shared screenshots suggesting that creators would soon be able to mark branded collaborations directly through a structured label instead of relying only on hashtags such as #ad or manual disclosures.

Currently, X requires paid partnerships to be clearly identified through explicit wording like “Ad” or “Promoted Content.” The proposed tag would standardise that process and bring the platform closer to branded content disclosure formats already adopted by competitors.

These product updates come against a challenging financial backdrop. Advertising continues to be central to X’s business model even as it expands into subscriptions and creator monetisation tools. By introducing clearer AI labels and structured paid partnership disclosures, the platform appears to be positioning transparency as part of its revenue recovery strategy, signalling to brands that commercial content and synthetic media will be more visibly regulated within the ecosystem.