X is experimenting with a new advertising format designed to connect posts directly to products mentioned in user content. The test places a product recommendation link beneath a post when it references a company or service. The approach appears to blur the line between organic conversation and commerce, an area the platform has been trying to expand as it looks for additional revenue streams.
The experiment was first noticed by a user in Europe. In the example circulating online, a post praising the performance of Starlink’s satellite internet service in Portugal displayed a button beneath the message prompting readers to “Get Starlink.” Clicking the button redirected users to Starlink’s official website.
Nikita Bier, head of product at X, confirmed the test in a reply on the platform, describing the idea as an attempt to create “an ad product that isn’t an ad.” The format appears to rely on contextual signals from posts to trigger product recommendations that align with the content of the conversation.
At the moment, the feature is not widely visible. In markets where the ad unit is not active, users still see a placeholder box beneath the post, which currently displays unrelated content such as other posts from the platform. In regions where the experiment is live, the placeholder is replaced with a product recommendation link tied to the topic discussed in the post.
The test surfaced under a March 6 post from X user @levelsio, which drew attention from other users who noticed the unusual interface element. Some commenters asked whether the post author had added the button manually, highlighting how closely the recommendation blends into the conversation.
Bier also addressed suggestions that the slot could be used for affiliate marketing. He rejected that idea, arguing that affiliate links could encourage misleading recommendations. According to him, the goal is to maintain a level of trust around how products are surfaced within discussions.
The new ad format arrives alongside other recent changes to X’s advertising and creator tools. Earlier this week, the company introduced “Paid Partnership” labels for posts created in collaboration with brands. These labels are intended to help creators comply with advertising disclosure regulations without relying on hashtags such as #ad or #paidpartnership.
If the product recommendation test evolves into a permanent feature, it could be combined with creator sponsorship tools. A sponsored post that mentions a product could potentially include a direct purchase link embedded beneath it, creating a more immediate path from content to transaction.
X has been experimenting with various ways to attract creators and advertisers, particularly as platforms like Instagram, YouTube, and TikTok continue to dominate the creator economy. Over the past several years, the company has introduced revenue-sharing programs, payouts tied to engagement, creator subscriptions, and other monetization options.
More recently, the company updated its Creator Subscriptions program to include new features, including the ability for creators to monetize individual threads rather than requiring users to subscribe to an entire account.
At the same time, X is continuing to integrate its AI tools into the platform’s content ecosystem. The company announced that Grok, its built-in chatbot, can now read and process long-form content published through X’s “Articles” feature. That feature allows users to publish extended written posts directly on the platform.
Despite these additions, long-form publishing on X remains relatively niche compared with independent newsletters or personal websites, where many creators still prefer to host longer pieces.
The new product recommendation format suggests the company is exploring ways to turn everyday conversations into potential commerce opportunities. Whether users view these recommendations as helpful suggestions or simply another form of advertising may ultimately determine whether the experiment expands beyond limited testing.
