Twitter's Transformation: Adopting X and Pursuit of a Unified Identity Framework
In July 2023, Elon Musk rebranded Twitter to X, marking a significant shift in the social media platform's trajectory. The domain was changed to x.com by May 2024, signifying the start of X's transformation into an "everything app" that aims to consolidate various services, inspired by WeChat.
Current Status
Since its rebranding, X has retained its core social media features while adding commerce, communication, AI chatbot integration, and creator monetization options. However, the platform has faced leadership instability, controversies, and operational challenges.
Leadership Changes & Controversies
Linda Yaccarino, who succeeded Musk as CEO in June 2023, resigned in July 2025, reflecting the instability at the leadership level. The platform has been embroiled in controversy over misinformation, account suspensions (including journalists), labeling media outlets as state-affiliated, and immune anti-hate speech enforcement, leading to legal battles against nonprofits accusing it of unfair moderation practices.
AI Integration Focus
Since early 2025, the strategic focus shifted heavily towards AI, with X integrated as a subsidiary in Musk’s xAI company. The platform's primary economic value now appears to be as a data source for Musk’s AI projects, notably the Grok chatbot integrated throughout the service.
Challenges with Identity Standards and Platform Integrity
Identity Verification & Subscription Model
The legacy Twitter verification system was repurposed into a paid subscription model, leading to confusion and criticism over identity fraud and verified account credibility.
Misinformation and Abuse
Persistent viral misinformation, hate speech, and antisemitism controversies have undermined trust in the platform. This has been partly attributed to lax content moderation and the AI chatbot’s problematic outputs.
Platform Stability
Frequent feature removals, glitches, and advertiser boycotts linked to Musk’s management style have hampered growth and usability.
Future Plans and Proposed Solutions
Continued AI-Driven Integration
Musk intends to deepen AI integration via Grok iterations, hoping to embed AI assistance widely for content and user interaction. However, reliability and ethical control remain critical hurdles.
Identity Standards Improvement
Solving the identity verification challenge appears vital to building trust in the "everything app" concept. Potential solutions would likely involve stronger, tech-enabled identity verification methods beyond paid subscriptions, possibly leveraging AI for fraud detection and account authenticity.
Broader Service Expansion
Plans to incorporate payments, commerce, and job search aim to replicate WeChat’s multi-service ecosystem. Successful monetization and user adoption depend on restoring platform stability and credibility.
In summary, X is partially transformed towards an everything app but displaced leadership, controversies, and identity verification issues have slowed progress. The pivot to AI under Musk’s xAI company is prominent, but challenges in platform trust, content moderation, and improved identity standards remain key obstacles in achieving Musk’s vision.
[1] Twitter Rebranded as X: Elon Musk's Vision for an Everything App [2] The Rise and Fall of Twitter X: A Case Study in Digital Transformation [3] Elon Musk's AI-Driven Twitter X: The Future of Social Media [4] The Impact of Leadership Changes on Twitter X [5] The Future of Identity Standards in the Era of Twitter X
- The rebranded X, under Elon Musk's vision, has integrated various services such as commerce, communication, AI chatbot, and creator monetization, aiming to emulate the success of WeChat in the business and technology sector.
- Amidst controversies surrounding misinformation, account suspensions, and identity verification, the entertainment value of X remains questionable due to its ongoing struggles with credibility and trust on social-media platforms.
