X is deploying its AI chatbot Grok to personalize user feeds. Premium iOS subscribers can now pin specific topics for Grok to use when curating their home timeline.
X product head Nikita Bier announced the feature Wednesday, positioning it as a way to deliver hyper-personalized content. Users select topics to pin to their home tab, and Grok analyzes every post on the platform to surface relevant content in each feed.
The company describes the feature as combining "Grok's understanding of every post with the algorithm's personalization." Early access is limited to Premium subscribers on iOS, suggesting potential expansion to other tiers and platforms.
The move represents X's continued integration of Grok into core platform functions. Previously, the AI tool was available as a standalone chatbot to Premium subscribers. By embedding it into timeline curation, X aims to differentiate itself from competitors while increasing value for paying users.
The feature availability will expand as the company gathers feedback from the initial rollout.
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