In a new 44-slide pitch deck, obtained exclusively by ADWEEK, X is once again pitching itself as a highly safe environment for advertisers. The slides promote various tools for transparency, campaign measurement, and brand safety that debuted between 2022 and 2025. X presented the deck to brand- and agency-side advertisers last week, according to a source familiar with the matter. 

These include keyword controls, blocklists, as well as partnerships with leading media quality firms DoubleVerify, Integral Ad Science (IAS), and Trustworthy Accountability Group. 

Notably, the deck positions Grok—the AI chatbot operated by X’s parent company xAI and integrated natively into X—as a cornerstone of the app’s brand safety and suitability mission. One slide claims Grok provides “enhanced contextual understanding of posts”; the ability to “identify sensitive topics based off of cultural trends on X”; and “superior text recognition across content formats including images with oddly-sized or distorted text.” 

But throughout the past year, Grok has not only failed to ensure brand safety but in some instances disseminated the very content that brands deem most unsafe. In January, users prompted Grok en masse to flood X with sexually explicit nonconsensual deepfake images of real users. Around 6,700 such images appeared hourly during one 24-hour observational period, tallied by deepfake researcher Genevieve Oh. Now, that incident is the subject of various regulatory investigations across the globe. Six months earlier, Grok had spewed violent and antisemitic content on the social platform, producing rape fantasies and calling itself ‘MechaHitler.’ 

The company says in the document that it is “deeply committed to safety for all.” 

In the new pitch deck, X claims Grok “exceeds industry benchmarks” for brand safety, with an “average brand safety score” above 99.99% according to IAS and DoubleVerify, though details about these methodologies were not shared. In 2024, DoubleVerify publicly said that X’s brand safety rate is 99.99%—a figure that referred not to the share of content that is brand-safe on X, but to the rate of effectiveness of X’s proprietary brand safety systems at the time. However, the rate was never presented as a representation of Grok’s capabilities.

“This webinar session and deck were part of our ongoing proactive communication with clients. Transparency and control are the core tenants,” said a spokesperson for X.

DoubleVerify declined to comment. IAS declined to share specifics about its methodology but directed readers to learn more about its work with X in a blog post on its website. That post includes no mention of Grok.

The deck spotlights various other products and tools designed to give advertisers greater control over their placements and to assure them that content on X is being effectively moderated.

A significant portion is dedicated to highlighting Community Notes, X’s crowd-sourced fact-checking feature, which allows users to add relevant context to posts that may include misinformation. Users are 80% more likely to delete a post if it receives a Community Note, according to research from Sorbonne Université Paris, Cornell University, and University of Washington. Now, X says it is piloting a new program that allows AI tools to propose Community Notes called the AI Note Writers API.

An appendix to the document also makes specific recommendations for the controls that advertisers should consider applying to different kinds of ad buys on X. For example, the company suggests applying pre-bid adjacency controls and “limited” sensitivity settings for timeline, profile, reply, search, and vertical video ads.

X’s advertising business has suffered substantive losses since Elon Musk’s $44 billion acquisition of the platform in late 2022, in large part due to brand safety concerns. Upon his takeover, Musk aggressively cut headcount, flipped the blue check-based identity verification system on its head, and loosened the app’s content moderation policies. The upheaval spurred a mass exodus of advertisers, many of whom did not want to risk their messages appearing next to controversial content. 

Though many major advertisers, including IBM, Disney, and Apple, have since returned to the platform, X’s total 2025 ad revenues, according to estimates from Emarketer, reached just $1.25 billion—roughly half the $2.43 billion it tallied in 2021 before Musk’s takeover.

In January, X elevated Monique Pintarelli to global head of advertising at xAI, part of its push to recover these lost revenues. In conversation with ADWEEK earlier this year, Pintarelli said X is focused on “how we can create user experiences on the platform that can also be beneficial for the advertising community.”

See the full pitch deck below. 

Maybelline New York and Essie, both owned by L’Oréal, are bringing in one agency to run social for the first time.

VML has been named lead U.S. social agency for the brands following a competitive review, the agency told ADWEEK, with a remit spanning social strategy, content production, and community management. The scope does not include influencer marketing.

The pitch began in November 2025, consolidating what had been a patchwork of internal teams, according to VML.

The move reflects a broader reckoning in beauty, where discovery and purchase are increasingly happening on TikTok and Instagram, making social a key commerce channel. For brands like Maybelline and Essie, in the makeup and nail polish sectors, respectively, that shift demands a more integrated approach to content.

“It wasn’t just content creation,” Leo Madden, global client partner at VML, told ADWEEK. “It was strategy, production, real-time community management, listening, performance measurement—all working together as an engine.”

The review, which ran through early 2026, was managed internally by the brand rather than through a search consultancy. Madden said he didn’t have visibility into how many agencies competed.

Maybelline spent approximately $60 million on media in 2025 and Essie spent around $10 million, according to COMvergence estimates.

While the two brands will share a social team, their voices will stay distinct, Madden said. Work is already underway, with content live since January and VML teams actively providing community management, though the agency declined to share specific examples.

The win comes as VML is pulled into a new group called WPP Creative as part of CEO Cindy Rose’s $676 million cost cutting plan. Longtime VML global CEO Jon Cook was promoted to lead the division as CEO.

As Super Bowl advertising becomes less about a single TV moment and more about real-time cultural participation, brands are increasingly investing in influence that plays out off of the broadcast.

This year, TikTok positioned its Clubhouse activation as a core second-screen strategy for brands. The IRL creator hub, hosted in early February, was designed to fuel platform-native content throughout the Big Game weekend by bringing together athletes, creators, and brands to collaborate on content specifically designed for the platform.

Rather than a replacement for the TV spot, TikTok designed this year’s Clubhouse to amplify Super Bowl ads through creator-led content that shaped how the game was experienced before, during, and after kickoff.

For brands like Doritos and Ulta Beauty, the approach reflects a broader shift away from reactive social posting during live TV moments and toward immersive, creator-led environments built to extend campaigns in real time.

Immersed in culture

Unlike the social war rooms of a decade ago, built to react to moments as they happen, TikTok Clubhouse is designed to place brands inside the cultural action itself, said Rema Vasan, head of North America business marketing. She described it as “bringing the For You Page to IRL.”

While Super Bowl spots are often about achieving broad reach, successful brands on TikTok aren’t just chasing views, Vasan added. The platform analyzes signals like engagement and sharing leading up to the game and customizes solutions that helps brands achieve specific goals, like consideration, interaction, or sales.

At this year’s Clubhouse, title sponsor Doritos built a sensory environment tied to its signature orange color, while Ulta Beauty’s “Game Face” headquarters focused on beauty storytelling and getting-ready rituals.

“Every brand’s execution is super custom,” Vasan said. “Their goals are different. The audience they’re looking to reach is different. And how they connect with culture and creators is going to be different.”

TikTok said engagement around Super Bowl–related content on the platform increased 13% year over year on Super Bowl Sunday and the following Monday, according to internal data.

“The game has become so much more than just the game itself,” Vasan said. “It’s become this second-screen cultural ecosystem. And what Clubhouse does really well is enable brands and fans to actively participate in it.”

Letting go of control

For Chris Bellinger, chief creative officer at PepsiCo Foods, Clubhouse’s appeal is about meeting Gen Z where they already are. “You’ve got to fish where the fish are,” he said. “Especially with Gen Z, the second screen is almost becoming the primary screen.”

But that shift requires brands to rethink how they show up on social and accept the creative trade-offs that come with creator-led spaces. Doritos has a long history with user-generated content in the Super Bowl, thanks back to its Crash the Super Bowl contests, making the brand more comfortable acting in real-time on social, Bellinger said.

That approach has delivered results for the brand: Doritos brand mentions grew 35% year-over-year during last year’s Super Bowl, while the brand added more than 200,000 new TikTok followers.

“If you’re going to get into this space, you have to let go,” he said.

For Ulta Beauty, TikTok Clubhouse is a way for the brand to participate in culture as it unfolds. According to CMO Kelly Mahoney, social platforms “shape conversation, influence trends, and give voice to authentic expression.”

“Around the Super Bowl, that means meeting people where they’re celebrating, creating, and connecting,” she continued.

But while grabbing second-screen attention is becoming critical, marketers agree that it doesn’t mean traditional Super Bowl ads aren’t still important.

“Nothing’s ever going to be a one-size-fits-all,” Bellinger said. “You’re talking to different audiences at different times for different objectives.”