X to become first major social platform fully governed by AI as Grok takes over feed system

Elon Musk. His latest AI innovation, Grok, is set to take full control of X’s recommendation algorithm, marking a bold move toward a fully AI-driven social media experience. (Photo: Handout)

By Margaret Wanjiru
Thursday, October 23, 2025

If successful, X will become the first major social platform to operate a fully AI-governed content ecosystem — one guided almost entirely by machine learning rather than human-coded rules.

X has announced that its entire recommendation algorithm will soon be powered by Grok, the artificial intelligence model developed by xAI, Elon Musk’s AI company.

The move marks one of the most ambitious integrations of generative and predictive AI into a global social media platform, replacing traditional rule-based systems with a model designed to learn, adapt, and personalise content in real time.

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According to Musk, Grok will take over X’s feed algorithm within the next few weeks, phasing out the heuristic and manually tuned systems that have long determined what users see.

“We’re deleting all heuristics. The feed will soon be fully AI-driven by Grok,” Musk posted on X earlier this month.

“The goal is to make every user’s experience truly unique, tuned by AI, not by static rules.”

In practice, this means Grok will autonomously decide which posts, videos, and discussions appear in each user’s “For You” feed. The AI will analyse billions of interactions — from likes to viewing time — to predict what content each user is most likely to engage with.

Direct human–AI interaction

Unlike the current system, Grok introduces a layer of direct human–AI interaction. Users will be able to customise their feeds using natural-language prompts such as “show me more startup news,” “less politics,” or “focus on tech creators.” This conversational approach, powered by Grok’s natural-language understanding, allows users to “talk to the algorithm” instead of adjusting settings manually.

For creators, Grok’s integration could level the playing field. Musk claims the system will “highlight great posts from small accounts,” helping talented but lesser-known users gain visibility that legacy algorithms often failed to provide.

However, analysts caution that this shift could make content discovery less predictable. Since Grok learns dynamically, a single viral post could trigger rapid and unpredictable changes in what content surfaces on users’ feeds.

Grok is developed by xAI, a Musk-founded venture closely integrated with X’s infrastructure. It runs on the Colossus supercomputer, one of the world’s largest GPU clusters, reportedly featuring over 200,000 NVIDIA H100 chips.

X Premium+ subscribers

The model has already been deployed as a chatbot for X Premium+ subscribers, but its upcoming role as the core engine of X’s recommendation system will be its biggest test yet.

According to xAI engineers, Grok is trained not only on web and code data but also on “a large portion of X’s public content,” giving it a unique understanding of platform trends and cultural dynamics.

Musk said the transition will happen “within four to six weeks,” suggesting that by late November 2025, Grok will officially power all AI-driven content curation on X.

If successful, X will become the first major social platform to operate a fully AI-governed content ecosystem — one guided almost entirely by machine learning rather than human-coded rules.