According to one senior marketer familiar with Musk’s meeting at Stagwell Sport Beach, roughly 18 CMOs and high-level marketers were in attendance.

“The idea was that we would have a small group event where big marketers could really directly get to know him and hear his answers to their questions,” Penn told ADWEEK.

The senior marketer who spoke with ADWEEK said marketers “didn’t hold back,” with Musk responding to some tough questions, but the source wouldn’t say exactly what was asked.

At the meeting, Musk explained the different moves X has made, from a PR perspective, as well as AI and the future of the platform. On stage, he explained that AI is being used to improve ad targeting.

The source added that Musk tried to settle some of the controversy around the polarization of the platform.

Overall, the senior marketer said the people in the room viewed the session positively and “appreciated Musk’s time.”

Penn added that Musk didn’t say anything in the meeting that “he hasn’t said outside.” Musk explained how “the platform is developing, that he believes in free speech, and that none of us are going to have jobs or have to work in the future.”

When asked about the message it would send Stagwell’s LGBTQ+ employees for inviting Musk, Penn said, “We are big believers in free speech. And I did not get any complaints about him coming here from really anyone.”

ADWEEK asked whether bringing Musk to Sport Beach was discussed with the full leadership team, specifically chief people officer Stephanie Howley, Penn repeated: “We really didn’t have any complaints relative to him coming to Sport Beach.”

“Part of what they were here to explain was the more mechanized safety elements that they’ve added to the platform,” Penn said, adding that the platform has improved its brand safety approach compared with a year ago, partly thanks to AI and the fact-checking tool Community Notes.

“We are telling clients to absolutely test advertising [on X] and see if it works,” said Penn.