X Embeds Grok AI to Boost User Experience and Engagement

X, formerly known as Twitter, is set to integrate its AI chatbot, Grok, more comprehensively into its platform. 

This move follows discoveries by app researcher Nima Owji, who found coded references indicating X’s plans to incorporate Grok further. These features are still in development and not yet available to the public.

Grok features have historically been behind a paywall. Initially, only users subscribed to the $16 per month Premium+ plan had access to Grok. Recently, X has extended Grok access to those on the $8 X Premium plan. This tiered subscription model suggests X’s ongoing strategy to generate revenue from AI products.

New grok features coming to X

Owji’s research points to three significant new features powered by Grok. First, X Premium and Premium+ subscribers can highlight specific text fragments and ask Grok questions about the text via a pop-up window. 

When text is selected, the code identifies this feature through an “Ask Grok” prompt. Second, X will introduce a ‘More about this account’ section. Paying users can request information about specific X accounts using a button on the user’s profile card, allowing them to gather more details without leaving the profile section.

The third feature, known as the “Grok drawer,” will enable subscribers to access Grok from any part of the platform. This feature will allow an AI chatbot window to be placed on top of the X interface, making it accessible regardless of the page the user is on.

These planned features indicate a strategic approach to integrating Grok into the platform, making AI a central component of the user experience. Musk’s vision is clear: seamlessly integrating AI into X, allowing users to interact with Grok naturally.

Grok’s accuracy issues in the Explore tab

Despite these ambitious plans, Grok has faced several challenges. In April, X relaunched its Explore tab, which now uses Grok to generate news headlines and summaries based on user interests. However, Grok has been responsible for spreading false information.

For example, it created a news item falsely claiming that Iran had fired missiles at Tel Aviv, Israel. In another incident, Grok made up a report that the NYPD encountered an earthquake in NYC subways due to jokes posted by users. These examples highlight Grok’s accuracy and reliability issues, raising concerns about its broader implementation on the platform.

Grok’s role and future in X

Despite these issues, Grok’s integration into X represents a significant step in Musk’s broader AI strategy. Developed by xAI, Musk’s other AI company, Grok has received billions in funding, underscoring his commitment to advancing AI technology. Its launch on X has given Grok an immediate user base, making it a crucial part of the platform.

The further integration of Grok into X signifies a significant shift in how the platform will utilize AI to enhance user engagement and experience. While challenges remain, Grok’s features’ ongoing development and refinement indicate a solid commitment to making AI an integral part of X’s future.

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