Tech entrepreneur Elon Musk has revealed that X (formerly Twitter) will soon implement significant changes to its content recommendation process. In the next four to six weeks, the platform intends to remove all heuristic algorithms and transition to a completely AI-based recommendation system powered by Grok, its proprietary artificial intelligence. Musk shared on October 17, “The 𝕏 recommendation system is evolving very rapidly. We are aiming for deletion of all heuristics within 4 to 6 weeks.” This represents a crucial step in Musk’s ongoing efforts to incorporate advanced AI throughout the X ecosystem. Grok will analyze over 100 million posts and videos daily, evaluating user interactions to present content that aligns with individual preferences.
Unlike traditional algorithms, which rely on preset rules and manual adjustments, Grok will adapt based on user behavior and engagement in real time. Musk believes this change will enhance the discovery and sharing of content on X. “This should address the new user or small account problem, where you post something great, but nobody sees it,” he noted. By examining posts comprehensively, Grok aims to help ensure that high-quality or engaging content from smaller creators receives more visibility. In addition to improved recommendations, the update will enhance personalization. Musk confirmed that users will have the ability to manage and adjust their feeds using straightforward, conversational commands.
“Users will be able to fine-tune what they see temporarily or permanently just by asking Grok,” he stated. This conversational approach to feed management represents a significant advancement in AI-human interaction, empowering users to engage with the algorithm in a natural manner rather than through conventional settings. It has the potential to transform social media experiences by granting users increased control and clarity over the content they view. This shift is in line with Musk’s broader ambition to integrate AI technologies across his ventures, including Tesla’s autonomous driving software and SpaceX’s intelligent systems. Grok, launched earlier this year under Musk’s xAI initiative, was initially designed as a conversational assistant for X Premium users.
In conjunction with this announcement, Musk also tackled another critical issue on X—creator compensation. Responding to X executive Nikita Bier, Musk acknowledged, “No, the issue is that we are underpaying and not allocating payment accurately enough. YouTube does a much better job.” His recognition of this problem indicates a continuous effort to enhance sustainability and reward for creators on the platform. As X gears up to introduce its new AI system, Musk’s ambitious plan could transform the social media landscape, blending human-like conversational AI with extensive content intelligence, positioning X as a pioneer in the future of AI-personalized digital environments.