Musk says Grok will personalize your X feed
What's the story
Elon Musk has announced a major overhaul of X's recommendation system, the microblogging platform he owns. The change will see all existing heuristics replaced by an AI-driven model, with the company's in-house artificial intelligence, Grok, taking over the task of matching users with content they are most likely to enjoy. "The X recommendation system is evolving very rapidly. We are aiming for deletion of all heuristics within 4 to 6 weeks," Musk said in a post.
AI capabilities
Grok to process over 100 million posts, videos daily
Musk revealed that Grok will be processing over 100 million posts and videos every day as part of its recommendation work. The system will learn directly from user behavior and content trends, instead of relying on static rules or manual tuning. This approach is expected to greatly improve how X surfaces relevant content, ensuring posts with real engagement potential reach wider audiences, including those from smaller or newer accounts.
User empowerment
Users will soon be able to adjust their feeds dynamically
The upcoming update will also bring new user controls, letting people adjust their feeds dynamically. Users will be able to fine-tune what they see "temporarily or permanently just by asking Grok," Musk said, indicating a shift toward conversational customization powered by the AI assistant. This is one of the most ambitious uses of artificial intelligence in social media recommendation systems so far, and could change how users interact with the platform.
Creator compensation
Musk admits X is underpaying content creators
Along with the announcement of the AI overhaul, Musk also admitted that X has been underpaying its content creators. He praised Google-owned YouTube for doing a better job at handling creator payments. Responding to a post by X executive Nikita Bier, Musk said, "No, the issue is that we are underpaying and not allocating payment accurately enough. YouTube does a much better job."