X is set to integrate its artificial intelligence (AI) chatbot Grok into its core recommendation algorithm starting next week, marking one of the most significant overhauls of the platform’s feed-ranking system.
The development was confirmed by X’s head of product, Nikita Bier, in a post on Thursday.
“The full power of Grok on the algorithm launches next week. It will be the most important change we've done on X,” Bier said.
The move signals a broader transition in how content is ranked on X from a system historically based on engagement signals such as likes, reposts, and follows, to one increasingly driven by AI.
For users, creators, and advertisers, this could translate into a more personalised feed, but also less predictability in how content performs.
Builds on open-source push
The integration comes months after Musk moved to open-source parts of X’s recommendation system, an effort aimed at improving transparency.
The code release included components of how the platform ranks posts and distinguishes between sponsored and organic content on the “For You” timeline. However, the public code represents only a portion of the full production system, which continues to evolve internally.
Not the first algorithm push
Since acquiring Twitter (now X) for $44 billion in 2022, Musk has repeatedly emphasised algorithmic transparency and reform.
He pledged to open-source the platform’s algorithms as early as 2022, reiterating that commitment in 2023 as part of efforts to build public trust and withstand external scrutiny.
X’s recommendation system has, in recent iterations, focussed on optimising what Musk has described as “unregretted user time," a metric aimed at ensuring time spent on the platform is meaningful rather than driven by outrage or low-quality virality.
The company has also indicated it is working on tools that would allow users greater control over what they see in their feeds, although such features remain limited in scope so far.
X algorithm in trouble
The algorithm overhaul comes amid increasing regulatory pressure on X globally.
In July 2025, prosecutors in Paris opened an investigation into the platform over alleged algorithmic bias and concerns around data practices.
Separately, the European Commission has taken action under the Digital Services Act, citing transparency obligations and raising questions about risks linked to AI systems, including Grok.
The company has also faced criticism from industry peers. Sam Altman, chief of OpenAI, has previously accused Musk of leveraging X to advance his own business interests.
The development was confirmed by X’s head of product, Nikita Bier, in a post on Thursday.
“The full power of Grok on the algorithm launches next week. It will be the most important change we've done on X,” Bier said.
The move signals a broader transition in how content is ranked on X from a system historically based on engagement signals such as likes, reposts, and follows, to one increasingly driven by AI.
For users, creators, and advertisers, this could translate into a more personalised feed, but also less predictability in how content performs.
Builds on open-source push
The integration comes months after Musk moved to open-source parts of X’s recommendation system, an effort aimed at improving transparency.
The code release included components of how the platform ranks posts and distinguishes between sponsored and organic content on the “For You” timeline. However, the public code represents only a portion of the full production system, which continues to evolve internally.
Not the first algorithm push
Since acquiring Twitter (now X) for $44 billion in 2022, Musk has repeatedly emphasised algorithmic transparency and reform.
He pledged to open-source the platform’s algorithms as early as 2022, reiterating that commitment in 2023 as part of efforts to build public trust and withstand external scrutiny.
X’s recommendation system has, in recent iterations, focussed on optimising what Musk has described as “unregretted user time," a metric aimed at ensuring time spent on the platform is meaningful rather than driven by outrage or low-quality virality.
The company has also indicated it is working on tools that would allow users greater control over what they see in their feeds, although such features remain limited in scope so far.
X algorithm in trouble
The algorithm overhaul comes amid increasing regulatory pressure on X globally.
In July 2025, prosecutors in Paris opened an investigation into the platform over alleged algorithmic bias and concerns around data practices.
Separately, the European Commission has taken action under the Digital Services Act, citing transparency obligations and raising questions about risks linked to AI systems, including Grok.
The company has also faced criticism from industry peers. Sam Altman, chief of OpenAI, has previously accused Musk of leveraging X to advance his own business interests.