While ad creation efficiency is at least one reason why advertisers have fled from X, I'm not sure it's the key issue today.

Whatever the case may be, X claims to have made overhauls of its ad platform to make them more attractive to SMBs, and to get better results through systematic improvement.

According to X:

"The new platform leverages X's AI to optimize your targeting, saving you time and even more impactful performance with the now added possibility of specifying a desired cost per action for the maximum profitability.

According to X, four main updates were incorporated in the refresh:

AI Targeting utilizes internal engagement insight to further optimize the delivery of ads in front of the right audience.
Target return-on-investment  bid optimization, so you can establish a target alongside your daily budget
Auto creation of tracking pixels so you can measure your results with fewer clicks
Click-to-message support via one-click
The improvements will let SMBs get campaigns up and live faster, with fewer manual clicks and maximize campaign performance by ensuring less oversight.

Though the central theme, of course, remains AI targeting, with X now looking to improve its AI systems to maximize reach and response in the app. AI targeting helps to amplify your audience reach when it detects users likely to be interested in your ad based on some previous activity and interests within the app. That saves you from having to identify related interests and specifying demographic information, as the system can then maximize targeting based on your creative and your target results.
AI systems could help improve performance by connecting you with audiences which you hadn't previously considered. And because it has better insight into response, it could also help you to reach more active, engaged users in the app.

Whether X's evolving AI systems are a step forward from manual targeting will be decided, but the specific intent of this update, once again, streamlines ad set up through simpler tools that are intended to help you maximize your ad spend without doing as much heavy-lifting on the user's part.

As long as you're also okay with the less severe approach X takes to moderation and placement of ads, if your target audience remain active on X, it might be worth a shot.

If that is not a real concern, and X is doing its part to reassure ad partners that its brand safety features are A+, given the implicitly more "free speech"-oriented ethos. So if that isn't the problem, that could certainly be worth throwing into your holiday campaign outreach mix to see how it performs.