X Integrates Grok to Personalize Feeds Despite Controversy

X bets on Grok to personalize the user experience

X, the social network formerly known as Twitter, recently announced the launch of Custom Timelines, a feature that allows users to customize their news feed based on their interests. This innovation relies on Grok, the artificial intelligence developed by xAI, which selects the most relevant posts for each user.

The integration of Grok into X is part of a broader strategy initiated by the acquisition of the platform by xAI last year for $33 billion. Until recently, Grok offered fact-checking services, but this option is now reserved for paying subscribers.

Advanced personalization

On April 22, Nikita Bier, product lead at X, unveiled this new feature. Users can now pin specific topics, from over 75 themes offered, to their home tab. Grok then analyzes the available posts to select those that best match the user's preferences, taking into account their engagement habits.

This personalization is currently available in preview for Premium subscribers on iOS, with upcoming availability on Android. However, it remains uncertain whether this feature will be extended to all users.

A context of controversies

The promotion of Grok by X comes in a delicate context. The artificial intelligence has been at the center of several controversies, particularly due to its image generation tool that created inappropriate content, including images of naked individuals without their consent. These incidents have led the European Commission to open an investigation into xAI's practices.

Additionally, xAI is facing lawsuits in the United States, initiated by teenagers who accuse the company of knowingly launching a problematic content generation mode. Despite these challenges, X appears determined to make Grok a central element of its user experience.