X is rolling out a refreshed video player interface as part of its evolving strategy to compete in the AI-generated content space. The platform has redesigned its video interaction display, placing greater emphasis on playback controls at the bottom of the screen while introducing a new menu for full-screen video controls.
The update represents X’s continued pivot toward video consumption, though the platform’s focus has shifted significantly since last year. In December 2024, X reported a 40% year-over-year increase in video views under then-CEO Linda Yaccarino’s leadership, which emphasized exclusive content deals and a full-screen video feed similar to TikTok and Reels.
Strategic Shift to AI Video Generation
Following Yaccarino’s departure in July 2025, X redirected its efforts toward artificial intelligence, specifically enhancing xAI’s Grok tools. The platform’s Grok chatbot now generates video clips from text prompts through its “Imagine” functionality, which received what Elon Musk called a “major upgrade” last week—likely responding to OpenAI’s Sora app launch.
Competition in the AI Video Space
The improved video player appears designed to support what Musk envisions as an AI version of Vine, competing with growing interest in AI video generation. While OpenAI’s Sora topped download charts following its release, Meta’s AI-generated video feed received a lukewarm reception in September 2025.
Industry observers question whether AI-generated video represents a lasting trend or merely a novelty. The timing suggests X’s strategy is driven partly by Musk’s rivalry with OpenAI, following his 2018 departure from the company. As the platform continues experimenting with AI capabilities, it remains unclear whether users will sustain interest in creating AI-generated content beyond initial curiosity.