- X Launches “Brand Ranx” To Measure Super Bowl Ad Response, Using Grok to Rank Campaign Buzz in Real Time[1]
X has launched “Brand Ranx,” a dedicated mini-site designed to track and rank Super Bowl advertising conversationon X in real time. Social Media Today reports that the initiative revives the platform’s past “Brand Bowl” concept in a new format, positioning X as a live indicator of which Super Bowl campaigns are driving the strongest engagement and discussion on the platform. [1]
The BrandRanx site describes the product as “the first AI-powered, real-time ranking of Super Bowl ads,” stating that Grok tracks performance across four categories with winners scheduled to be announced on Monday, February 9. [2]
What changed
- X launched a BrandRanx mini-site with live leaderboards:
The BrandRanx site is publicly accessible and displays updated rankings across multiple Super Bowl ad categories. Clicking a ranked entry routes users to the brand’s X profile to view related posts and reactions. [1] - Four ranking categories were introduced for Super Bowl campaigns:
Social Media Today lists four categories used in Brand Ranx:- Most loved (most positive sentiment)
- Most talked about (sparks the most conversation)
- Most shared (re-posted the most)
- Most disruptive – Outside TV (brands generating significant attention without a national TV ad) ([1]
- X published rules and scoring methodology for how rankings are calculated:
X’s official BrandRanx Rules & FAQs explains that Grok analyzes conversation from Jan 25 to Feb 8 using NLP (Natural Language Processing) and keyword sets tied to advertisers (brands, messages, storylines, and spokespeople). It states that keywords are prepared ahead of the game based on industry coverage and refined in real time from a “live war room.” [3]
How BrandRanx works (as described by X)
X’s rules page outlines a structured scoring approach:
- No hashtags or voting mechanics: rankings are generated via Grok’s NLP analysis of X conversation tied to brand/advertiser keywords. [3]
- Participation is automatic: any brand generating Super Bowl-related conversation on X can be considered, with no sign-up required. [3]
- Category scoring details are explicitly stated:
- Most Talked About and Most Disruptive (Outside TV) use a weighted mix: 60% conversation volume, 20% engagement, 20% sentiment. [3]
- Most Positive Sentiment is scored by the percentage of positive posts out of all posts about the brand during Super Bowl week. [3]
- Most Shared is based on total reposts from positive posts only. [3]
X also states it filters negative sentiment, noting that Grok “considers only positive posts” and applies a penalty weighting to brands with high negative sentiment. [3]
Why X is doing this
Social Media Today frames Brand Ranx as part of X’s effort to reassert its position as a real-time discussion hub during major live events, using Super Bowl advertising as a high-visibility proof point. [1]
X’s own BrandRanx documentation reinforces that intent, emphasizing live ranking of ad conversation and directing users toward a real-time feed of brand reactions across Super Bowl week and game day. [3]
Practical implications for advertisers and brands
- Real-time feedback loop during the biggest ad event of the year:
BrandRanx is designed to offer a live signal of which campaigns are generating the strongest conversation, engagement, and positive sentiment on X, useful for teams monitoring reception and adjusting social amplification in real time. [3] - Non-TV “ambush” and social-first strategies get their own competitive lane:
The “Most Disruptive – Outside TV” category explicitly separates brands without confirmed national Super Bowl TV buys and measures which ones still capture attention and positive conversation. [3] - Ranking transparency is higher than typical “buzz lists”:
Unlike many third-party trackers, BrandRanx publishes category definitions and weighting logic, including how conversation volume, engagement, and sentiment contribute to rankings. [3]
Overall, X’s Brand Ranx introduces a structured, AI-assisted approach to ranking Super Bowl ad responses based on in-platform discussion signals. The system combines live leaderboards with published scoring rules, with Grok analyzing Super Bowl-related conversation over a defined timeframe and producing winners across four categories, including a dedicated track for brands generating impact without national TV ads. [1][4]
- US Attorneys General Call on X To Address Sexualized Deep Fakes, Urging xAI to Remove “Nudify” Pathways and Strengthen NCII Safeguards [1]
A bipartisan coalition of U.S. attorneys general has issued a formal letter urging xAI (the company behind Grok) to take additional steps to prevent the creation and spread of AI-generated deepfake non-consensual intimate imagery (NCII)on X and related Grok services. Social Media Today reports the action follows widespread public backlash over Grok’s ability to generate sexualized and “undressed” images of real people, including content involving minors. [1]
The letter dated January 23, 2026 and signed by 35 state attorneys general—states that the coalition is “deeply concerned” about deepfake NCII of real people “including children,” and argues that Grok warrants special attention due to evidence it “promoted and facilitated” the creation and dissemination of such images.
WIRED separately reported that at least 37 attorneys general for states and territories were taking action (noting additional state-level efforts alongside the multistate letter). [2]
What changed
- A multistate AG coalition formally demanded stronger safeguards from xAI:
The January 23, 2026 letter urges xAI to “immediately take all available additional steps” to protect the public, especially “women and girls,” described as the primary targets of NCII abuse.[2] - The letter asserts Grok enabled abuse “at enormous scale,” and raises design-level concerns:
The attorneys general argue that Grok “seemed to be actually encouraging” NCII creation “by design,” including references to a “spicy mode” that generated explicit content. - The coalition called for concrete actions, including takedowns and user-control tools:
Social Media Today reports the group sought measures such as eliminating pathways to generate NCII, removing already-created content, suspending users who misuse Grok, and adding controls so users can restrict Grok’s ability to respond to posts or edit images. [1] - X implemented restrictions after backlash, but regulators argue gaps remain:
Social Media Today and TechCrunch report that X restricted Grok’s image generation features to paying subscribers following criticism, while the AG letter and related reporting indicate concerns that restrictions did not fully eliminate misuse or address previously generated NCII. [1]
Key claims and requests outlined by the attorneys general
Based on the published letter, the coalition’s main concerns and requests include:
- Risk and harm framing: The letter characterizes deepfake NCII as a tool for embarrassment, intimidation, and exploitation, emphasizing loss of control over a person’s likeness and bodily portrayal.
- Abuse pathways: The coalition points to use cases where innocuous images were altered into sexually suggestive or explicit depictions, including “undressing” effects and depiction in bikinis/underwear.
- Content removal and enforcement: The letter seeks stronger removal of nonconsensual material and stronger enforcement against offending users.
- User controls: The coalition requests user-facing control mechanisms to prevent Grok from interacting with or editing a person’s posts/images. [1]
Why this matters
1) A coordinated state-level push signals broader regulatory escalation
WIRED framed the letter as part of a “state-led crackdown,” describing a widening set of investigations and enforcement discussions across states and territories. [2]
2) The dispute intersects with U.S. takedown obligations for NCII
The multistate letter argues that platforms will face strengthened obligations to remove NCII, referencing impending federal requirements. One relevant federal framework is the TAKE IT DOWN Act, which targets nonconsensual intimate imagery (including synthetic “visual deceptions”) and sets takedown expectations for covered platforms. [3]
3) The action fits into a global pattern of scrutiny around Grok-generated imagery
The U.S. initiative comes amid broader international regulatory activity related to Grok and deepfake sexual content, including formal inquiries in Europe and the UK that focus on systemic risk controls and harmful-content handling. [4]
Practical implications for X, xAI, creators, and users
- More pressure for proactive prevention, not just reactive restrictions:
The coalition’s requests emphasize removing generation pathways and improving controls, rather than relying only on paywalls or partial blocking. - Greater emphasis on takedown speed and reporting tools:
State officials are explicitly demanding removal of already-generated NCII and stronger enforcement, increasing operational and compliance expectations for reporting workflows. - Increased reputational and advertiser sensitivity around platform safety:
As regulators tie deepfake sexual abuse to platform design and distribution dynamics, the issue becomes not only legal but also a core trust-and-safety risk with direct implications for brand safety decisions. [1][6]
Overall, the attorneys general letter represents a coordinated demand that X and xAI strengthen protections against sexualized deepfake NCII, including stronger prevention, removal, enforcement, and user controls. The move follows widespread backlash over Grok’s image capabilities and reflects a broader shift toward holding AI-enabled social features accountable for predictable misuse, particularly where minors and nonconsensual sexual content are involved.[2][1][5][6]
- X Announces Partnership With Warner Bros. Discovery for Winter Olympics[1]
X has announced a new partnership with Warner Bros. Discovery (WBD) focused on the Olympic Winter Games Milano Cortina 2026, aimed at expanding real-time Olympic coverage and distribution on X across Europe and the UK & Ireland. Social Media Today reported that the collaboration will enable X to share exclusive Winter Olympics content, while also creating new opportunities for brand tie-ins and event-driven promotions around WBD’s coverage. [1]
WBD Sports Europe’s official partnership announcement (dated 29 January 2026) describes the agreement as a multi-market distribution and marketing collaboration that combines X’s live sports conversation with WBD’s broadcast coverage via Eurosport (Europe) and TNT Sports (UK & Ireland), plus associated Olympic coverage and programming distribution. [2]
What changed
- Exclusive event and “in-game” clips will be prioritized on X feeds:
WBD Sports Europe stated that brands and advertisers will have access to WBD’s “in-game” and event clips, which will be prioritized on X’s high-engagement feeds and localized for audiences across 11 European markets. [2] - Multiple WBD brands will be active across X during the Games:
Coverage and distribution will be delivered through WBD-linked channels including Eurosport, TNT Sports, and HBO Max branded presences on X, according to third-party reporting on the partnership’s rollout and channel plan. [3] - The partnership is positioned as a real-time “second screen” layer for Milano Cortina 2026:
WBD Sports Europe described the intent as giving X users “a front row seat” to the Games by combining premium broadcast content with the platform’s live conversation layer and viral moment circulation. [2]
Why X and WBD are doing this
WBD is the Olympics rights-holder and distributor in Europe through its sports networks and streaming products, and the partnership is presented as a way to extend reach and engagement beyond linear broadcast into real-time social conversation. WBD Sports Europe framed the collaboration as a multi-platform approach to connect Olympic moments with large-scale social discovery and discussion. [2]
For X, the agreement aligns with its broader emphasis on live events and sports engagement as a core driver of in-platform activity, using exclusive content access to keep major cultural moments (like the Olympics) anchored to X’s real-time feeds and advertiser ecosystem. [1]
Practical implications for users, creators, and advertiser
- More official Winter Olympics video will circulate inside X feeds in Europe:
The agreement increases the availability of curated Olympic clips and “viral moment” content from WBD’s production pipeline, with distribution optimized for engagement surfaces on X. [2] - Brand integration opportunities expand around event clips and real-time conversation:
Because advertisers are granted access to prioritized event clips and localized placements, the partnership creates new pathways for real-time sponsorship activations tied to specific highlights and competition moments. [2][1] - The collaboration reinforces X’s live-event positioning during major sports windows:
By tying exclusive broadcaster content to real-time discussion and discovery mechanics, the partnership strengthens X’s use case as a live companion platform for premium sports events. [1][2]
Overall, X’s partnership with Warner Bros. Discovery establishes a structured distribution and marketing channel for Milano Cortina 2026 content on X, centered on prioritized “in-game” and event clips across multiple European markets. The deal is framed as a convergence of WBD’s premium Olympic coverage (Eurosport/TNT Sports) with X’s real-time sports conversation, while also enabling brand activations linked to high-engagement Olympic moments. [1][2][3]
