X faces European criticism over unlawful data use

A Vienna-based privacy advocacy group has filed complaints against Elon Musk’s X, a social media platform, in eight European countries, accusing the company of unlawfully using of users’ personal data to train its Artificial Intelligence (AI) technology without their consent, on August 12, 2024.

The European Center for Digital Rights, also known as Noyb (None of Your Business), has filed complaints following recent court action.

Ireland’s Data Protection Commission (DPC) took action against X earlier this month over its data collection practices for AI training.

According to Noyb, X recently began “irreversibly feeding” the personal data of over 60 million European users into its Grok AI technology “without ever informing them or asking for their consent.”

Noyb criticized X for “never proactively informing” users about their data being used for AI training, noting that many people only discovered the new default setting through a viral post on July 26, 2024.

Last week, the DPC, representing the European Union, announced that X had agreed to halt its controversial processing of users’ personal data for its AI technology.

History and background of X

Twitter, now X, was founded in 2006 by Jack Dorsey, Noah Glass, Biz Stone, and Evan Williams.

It revolutionized social media with its 140-character limit, enabling real-time microblogging.

It became a global platform for news, politics, entertainment, and social movements, giving rise to hashtags and trends that shaped public discourse.

Acquisition by Elon Musk

In October 2022, Elon Musk acquired Twitter for $44 billion.

His interest in the platform was driven by his desire to influence free speech and transform Twitter into a multifaceted app, which he began rebranding as “X” in July 2023.

The “X” concept aligns with Musk’s longstanding fascination with the letter, which he has used in various ventures, including X.com, which later became PayPal, and SpaceX.

Rebranding to X

The rebranding from Twitter to X marked a significant shift in the platform’s identity.

Musk envisioned it as an “everything app,” integrating social media with payments, entertainment, and other services.

The change, including a new logo and branding, replaced Twitter’s iconic blue bird, causing debates and user confusion.

This transition was also a reflection of Musk’s broader ambition to create a super app akin to China’s WeChat.

Controversies and complaints

Musk’s acquisition and subsequent management have been marked by significant controversy.

The company has faced numerous legal challenges, particularly from former employees.

Former Twitter Chairman Omid Kordestani sued X for $20 million, alleging wrongful withholding of shares after the acquisition.

Other lawsuits have been filed by employees alleging wrongful termination and unpaid severance.

The rebranding and Musk’s drastic changes also led to a decline in the platform’s brand value and user trust.

Many advertisers withdrew their business, citing concerns over the direction Musk was taking the platform.

There were also reports of advertisers suing X for damages, arguing that the platform’s changes negatively impacted their businesses.

Current status and vision

X, under Musk’s leadership, is still evolving.

The platform continues to introduce new features, such as payment integrations and AI-driven content moderation.

Musk is working towards his vision of an all-encompassing app.

Despite backlash and legal issues, Musk is committed to transforming X into a platform beyond its social media origins.

His goal is to create a unified digital ecosystem.

X represents one of the most significant shifts in the digital landscape under Elon Musk’s ownership.

The rebranding is part of a broader ambition to redefine the platform and create a super app.

However, this journey has been fraught with controversy, legal challenges, and skepticism from users and advertisers alike.

The future of X will depend on how successfully it can navigate these challenges while realizing Musk’s ambitious vision.

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