economy

January 9, 2026

X UK revenues drop nearly 60% in a year as content concerns spook advertisers

Elon Musk-owned site reports plunging profits amid outcry over use of AI tool Grok to create sexually explicit imagery

X UK revenues drop nearly 60% in a year as content concerns spook advertisers

TL;DR

  • UK revenues for X fell by 58.3% from £69.1m in 2023 to £28.9m in 2024.
  • Pre-tax profits also dropped significantly year-on-year.
  • Advertisers reduced spending due to concerns about brand safety, reputation, and content moderation.
  • X's AI tool Grok had its image creation function restricted for most users after generating inappropriate content.
  • The UK workforce at X has been reduced by 80% since Musk's takeover, with significant redundancy costs recognized.
  • Elon Musk previously sued major companies for allegedly conspiring in an advertiser boycott.
  • Despite issues, X claims to be a platform for 'world-changing conversations'.

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