xAI’s plan for a standalone app may expand user access, but controversial outputs and app store policies could undermine its adoption and growth.

Consumers are submitting medical scans to Elon Musk’s genAI chatbot, Grok: But Grok isn’t trained well enough on medical data, which could create a host of problems for patients.

After Elon Musk took over Twitter and rebranded the platform to X, worldwide ad revenues were slashed in half, from $4.14 billion the year Musk took over in 2022 to $2.00 billion in 2023. EMARKETER forecasts those declines to continue through 2026, the end of our forecast period. But the reelection of Musk’s close ally, President Donald Trump, could change how some marketers think about the platform.

Rapid user growth highlights demand for decentralized, ad-free feeds, but scalability and monetization remain critical hurdles for long-term success.

Threads gets ads in 2025 and rapidly gains on X: Threads user count is soaring as news publishers and celebrities flee Musk’s platform.

Both apps see user spikes in light of Trump’s win and Musk’s divisive moves, signaling an appetite for other social media models and the potential for new advertising platforms.

Gen Z leads in digital usage by most proportional measures. However, social network use cuts across categories, influencing video viewing and digital buying.

High-income consumers are more likely to discover new brands or products in-store, but they typically make the final purchase online.

With safety leaders leaving, OpenAI’s shifting internal structure prompts concerns over its readiness for AGI and regulatory alignment.

Millennials outpace Gen Z on eight of the 12 digital platforms EMARKETER tracks.

Havas Lynx’s global healthcare influencer offering reflects channel shift: Marketers increasingly devote resources to digital channels that physicians are engaging with, like social media.

Aggressive moderation tactics on Threads are pushing users away, threatening its growth. Competitors like Bluesky and Mastodon stand to benefit from this frustration.

After a botched update, Sonos is restoring functionality and extending warranties, underscoring the risks of rushing rollouts.

Marketers should play to social media’s positive traits: Gen Z adults have mixed feelings about social media use that can inform marketing strategies.

By adding translation tools in new markets, Reddit seeks to drive growth and keep momentum post-IPO.

Millions of users in Brazil flock to the platform, but X’s potential comeback could steal the spotlight.

Platforms owners like Meta and Snap face scrutiny over data exploitation and child privacy laws. Regulatory action could disrupt their ad-based profits.

Social shoppers find inspiration for their purchases from many different types of content, but none more so than creator, influencer, or celebrity influencer content.

New privacy features include parental control, content filtering, and restricted messaging to protect minors and address growing concerns.

On today's podcast episode, we discuss the significance of a democratic country like Brazil banning X, how it will impact the platform in terms of users and ad dollars, and how advertisers in America are viewing the situation. Tune in to the discussion with host Marcus Johnson, vice president and analyst Jasmine Enberg and analyst Matteo Ceurvels.