X nears completion of search code rewrite

Social Media Today

by Andrew Hutchinson

February 23, 2026

AI-Generated Deep Dive Summary

X is in the final stages of rewriting its search code to address recent reliability issues. According to Nikita Bier, head of product at X, the platform’s search functionality has faced significant challenges due to AI bots overwhelming the system. Bier revealed that the team is close to launching a completely revamped version of the search feature, designed to handle modern scalability and AI-related issues. This comes after user complaints about irrelevant results and decreased usability. The rewrite also includes improvements to bot detection systems, which are critical in combating spam and junk content. The small engineering team behind X has been working tirelessly to release updates, with the search overhaul being just one of several upcoming changes. These updates aim to tackle issues like spam, AI-generated noise, and system overload caused by automated replies. Bier emphasized that there is no “silver bullet” solution to combat AI spam, as the proliferation of AI tools is creating challenges for all social platforms. For instance, X’s data, which powers AI models like xAI’s Grok answers, is being degraded by an influx of AI-generated content. The conundrum facing platforms like X and Meta is clear: while they invest heavily in AI projects to excite users and satisfy investors, the overuse of AI tools can negatively impact system performance and user experience. This creates a Catch-22 situation where platforms must reform their systems to mitigate these effects. The race to balance AI innovation with maintaining trust and usability will likely shape the future of social media. From a marketing perspective, this situation highlights the importance of adapting to evolving digital landscapes. As AI tools become more prevalent, companies like X are forced to innovate not only in product development but also in addressing ethical concerns. Marketers should pay attention to how platforms handle AI integration, as it directly impacts user trust and data quality—both critical factors for any successful social media strategy.

Verticals

marketingsocial-media

Originally published on Social Media Today on 2/23/2026