The rebranding of Twitter to “X” by Elon Musk has sparked conversations about the implications of this decision. I recently shared my two cents on this matter through an op-ed published in the French newspaper, Libération, on August 17, 2023.
My op-ed sheds light on the shifts occurring within the tech industry, using the rebranding of Twitter as a case study. The new name “X” isn’t just a cosmetic change; it signifies a transition towards a new mode of operation driven by the collection of personal data through artificial intelligence (AI) and the subsequent exploitation of users.
The article highlights two major trends illuminated by the rebranding. Firstly, it underscores the metamorphosis of tech giants into conglomerates – a phenomenon that has become increasingly apparent with Google’s transformation into Alphabet and Facebook’s evolution into Meta. Historically, these transitions have paved the way for centralized data collection, fueling AI systems that shape user experiences.
Secondly, I discuss the emergence of diversified branches within Musk’s companies, such as Twitter-X, SpaceX, and X.AI. This trend exemplifies the concept of “vertical integration,” where a central platform becomes responsible for extracting the data required to fuel AI learning models.
The text also offers insight into the concept of “digital labor” by exploring the notion that users unknowingly contribute to the development of AI through their online social activities. While other platforms have typically followed a “double gratuity” approach – providing free services without remunerating users for their data – Musk aligns his social platform with a “double remuneration” model. Users of the premium version of X not only pay to access it but also receive compensation for their contributions.