In December 2025, Elon Musk appeared to have decided to wage an open battle on the artificial intelligence front, not through conferences or press releases, but through an arena he knew well: the “X” platform.
With this approach, Musk has turned his personal account into something resembling a propaganda operations room for GROOC , the artificial intelligence model developed by his company XE.I., in a campaign unprecedented in terms of pace and intensity.
The narrative of superiority… in tweets
During the final weeks of the year, Musk posted dozens of tweets almost daily, presenting Gruck as "the most accurate, honest, and least biased." He didn't just present numbers or slogans; he resorted to his favorite tactic: sarcasm and direct comparisons.
On December 26, for example, he commented on errors he attributed to ChatGBT and Gemini in statistics relating to the income of the city of Los Angeles, before asking Groc to provide "the correct answer with a scandalous roast," in a scene that garnered widespread reaction and reignited the debate about the accuracy of competing models.
These comparisons were not isolated. Musk was careful to repeat the phrase "Grok it" as a linguistic and cultural alternative to the phrase "Google it," in a conscious attempt to move Grok from the realm of a technical tool to the realm of a daily habit.
In more than one tweet, he pointed to Grouk's superiority in writing and logic tasks compared to Claude, presenting this as evidence of the model's maturity and its ability to compete with the big players.
Numbers as a tool of persuasion
In addition to the arguments, Musk relied on a barrage of figures and indicators. He spoke of Groc topping the leaderboards on benchmarking platforms like OpenRouter, both in programming tasks and what he calls "emotional intelligence," as well as achieving high scores in composite tests like τ⊃2;-Bench.
He also promoted usage data indicating daily user growth to more than 10 million, high ratings in app stores, and the app's leading position in South Korea.
These figures, whether observers agree or disagree on their accuracy, have played a pivotal role in establishing the narrative of "accelerated growth".
Mask Groc was presented not only as a promising product, but also as a ready-made alternative capable of taking a real market share from competitors in the United States and abroad
Features… From seriousness to fun
What was striking about the campaign was the diversity of messages. Besides talking about logic and accuracy, Musk highlighted features closer to everyday life: editing photos and videos, adding characters like "Santa" to family photos during the holiday season, learning languages, and integrating GROOK into " X " conversations.
He also spoke about child-safe "companions" and "visual intelligence" abilities to understand images and scenes, in an attempt to show Grok as a comprehensive system that is not limited to textual answers.
Reactions… enthusiasm and debate
The response to this campaign was remarkable. Some tweets garnered hundreds of thousands of likes and retweets, reflecting a collective curiosity and desire to try it.
A segment of users celebrated what they described as a model "unconstrained by the wake culture," and bolder in their responses.
Conversely, the arena was not without criticism, most of which focused on Musk’s personality, or on political and ideological accusations, with limited complaints relating to past biases in Grok’s responses.
Beyond the hype, this campaign reveals a deeper shift in how AI technologies are marketed . Elon Musk didn't leave the promotion to public relations teams; he took it upon himself, using his personal presence and digital influence as a competitive weapon.
The result was a story that transcended a specific product: a story of a struggle over who sets the "standard" in the age of artificial intelligence, and who has the courage to engage in it publicly.
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