The world of X is changing for users, with several new features and modern additions.
Changes have been made to the feed, the Explore tab, and the way you verify other users’ authenticity on the platform. Multiple AI-powered tools have also been implemented.
Recent X Features as of December 2025
AI-Sorted “Following” Feed
Your “following” feed on X is no longer chronologically sorted. Instead, it automatically defaults to a new AI-sorted feed, focused on arranging your followers’ posts based on past interactions, content preferences, and how often you engage with certain users.
What This Means for Brands: With no guarantee your followers will spot you in their feeds, posting quality posts, authentic content, and high-engagement discussions are more important than ever before to stay relevant on X.
Global Trending Focus
X’s goal is to go beyond a niche and local hub for users. To keep users conversing on an international level, the platform’s “Explore” tab will now emphasize global trending topics.
What This Means for Brands: Small, local businesses may struggle to stay visible in the trending tab, but if they land on the global explore tab, they can take advantage of worldwide reach.
discover the most popular posts on earth
— X (@X) December 19, 2025
now live on Explore > Trending pic.twitter.com/OXH5IOGIdV
Account Transparency
X released a “deep dive” feature on accounts to give users the ability to verify information about other users. This includes the country where the account was created based on their IP address, their join date, and how many times the user has changed their username.
The platform will also show users if someone is using a VPN to mask their location, which could indicate that the account may be a bot account.
What This Means for Brands: Gives authentic brands an upper hand. However, if your account was made and/or is managed in another country, it could give you a disadvantage, causing users to question the validity and authority of your account.
X Widgets for iOS
iOS home and lock screen widgets for X have finally been released after a long delay. Users can easily access Grok AI Chat or Voice and news highlights without navigating through the X app itself.
Users can also view their number of notifications and unread X Chat messages through small widgets. This update provides convenience and ease of navigation for users.
What This Means for Brands: With various X-based tools now accessible through widgets, users may open the actual X app less. This means your focus should shift to more widget-friendly content, like breaking news.
X widgets on iOS are here
— X (@X) December 13, 2025
access top news, shortcuts, and notifications from your home or lock screen pic.twitter.com/WkdIBYX50H
Grok Updates
Grok is no longer just a chatbot. It now features Grok Imagine, which allows users to create or edit photos or videos. According to Elon Musk, users will also be able to tell Grok how to adjust their feed, essentially giving users control over their own algorithm. What’s more, Grok can also now read long posts outloud for you in a human-like voice.
What This Means for Brands: Grok Imagine makes it easier for brands and regular users to create quality content. However, it also forces brands to focus more on “smart” content than mere quality since originality still counts.
Grok-adjusted feeds, on the other hand, can make it harder for brands to reach followers. This makes it critical for businesses to focus on quality over quantity to ensure optimal reach and engagement.
Lastly, Grok’s voice engine changes the way content is discovered and heard. Brand’s long-form content is less likely to be skipped for being too wordy, making it crucial for brands to create not just visually appealing content but content that is pleasant-sounding too. Businesses that aim for natural, conversational-style content can get the most benefit out of this new X update.
Dominating the New X with Avenue Z
As AI technology expands, algorithms change, and account transparency becomes more common than in the past, brands must adapt accordingly. Failure to convert to the rapidly changing digital space can result in your brand getting lost in the scroll.
Avenue Z can help your company stay adaptive as a strategic partner.
They use AI optimization to ensure your content can easily be read by “machines” to improve your visibility in AI-generated feeds and boost your mentions in AI models. They also offer performance media and creative services to effectively garner engagement and trigger the algorithm to improve your visibility.
Additionally, Avenue Z specializes in strategic communications and reputation management, helping your brand stay relevant and authentic as social media platforms like X and Instagram continue to prioritize transparency.
Seeking a full-stack digital marketing solution to help you stay on top when social media platforms are shifting into complex algorithmic systems? Contact Avenue Z today for an AI visibility audit.
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