X recently launched a new product that "hops" on trending events to advertise, and its "Trend Genius" ads use AI to boost promotions at the height of conversations.
With X's best-in-class AI, Trend Genius ads can spot emergent topics of conversation and steer ad placement when the brand matters most.
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Trend Genius provides a way for advertisers to hand-pick the topics of conversation they want to associate with: anything from the Olympics or professional sports leagues, through to fashion, music, AI, and everything in between. Then when conversation about those topics organically ramps up or reaches a noticeable level or velocity on X, an ad with preprogrammed creative is automatically served on the platform.

So you can build a campaign, for instance, to tap into the conversation on the Olympics or perhaps some specific happening at the event, and X's Trend Genius process matches your chosen keywords with rising conversation within the app. And then your ad gets published once relevant mentions start increasing.

This may be a good way to get access to trending discussions; however, I'd still have some questions regarding the accuracy of their AI models with such respect, in light of recent criticism of X's Grok AI news summaries.
Grok has incorrectly created news headlines around some news events in just the last week.
Grok's process of news summarization, designed, inter alia, to pay attention to key news events on the basis of posts by X, often mistakenly ascribes sincerity to that which often appears sarcastic, humorous, or simply misleading because much of what is posted on X is, of course, skeptical, humorous, or simply misleading.

Because Grok is trying to decipher truth from a random array of comments like that, its news headlines are frequently wrong. Which is part of the learning process for the system, and X, but if this is the same system that X is deploying to launch ads on trends, there might be problems.

X did not reveal whether the same process is applied for this ad offer.
 
But theoretically at least, X's Trend Genius process could help advertisers maximize their ad spend, by tapping into trends, and also, reducing ad spend once a trend dies down.

"When the conversation quiets down and stabilizes, the ad is automatically off. This maximizes relevance of the paid ad creative on X while minimizing "waste."

It could be something, and X says that, in testing, advertisers have seen "record engagement rates."
X also says that Trend Genius promotions can be programmed via third-party data feeds, so you can tie the ads to actual happenings in real life, which are based on off-platform data. So if the weather bureau in your area, for example, predicts coming rain, you can tie the creative to be shown in your local area once the rain starts.

In theory, it could be a good option, and it'll be interesting to see what sorts of results brands see with these promotions on a broader scale.

But as noted, X is still developing its AI models, and there could be false positives as well. We'll find out, with Trend Genius ads now available to X advertisers.