X plans to combat AI-generated content while promoting Grok

Social Media Today

by Andrew Hutchinson

February 23, 2026

AI-Generated Deep Dive Summary

X has announced new measures to tackle AI-generated content while simultaneously promoting its Grok chatbot for post creation. In a recent post by Nikita Bier, X’s head of product, the company revealed plans to implement user tags for AI-generated content, enhanced anti-bot detection, and stricter removal policies. These steps come as X faces growing challenges from AI bots that flood platforms with automated content, threatening their value as spaces for genuine human interaction. The platform is walking a fine line between leveraging AI tools like Grok to enhance user experience and curbing the misuse of such technology. Bier emphasized the importance of maintaining authenticity on X, warning that AI-generated content misrepresents the "pulse of humanity" users expect. This tension highlights the broader struggle for social media platforms: balancing investment in AI projects with addressing concerns about AI spam and disinformation. For marketers, this issue is critical as social media remains a key tool for reaching audiences. The overuse of AI tools risks diluting platform value by overwhelming users with irrelevant or insincere content, potentially reducing engagement and trust. While platforms like X are well-positioned to develop advanced AI models due to their vast user interaction data, the current wave of generative AI may not align with core social media use cases focused on human connection. Ultimately, X’s approach underscores the dilemma facing all social media platforms: how to harness AI for innovation while preserving the authenticity and relevance that drive user engagement. As AI tools continue to evolve, marketers will need to stay attuned to these developments to ensure their strategies remain effective in a rapidly changing digital landscape.

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