How did Elon Musk lead the "Groc" campaign to break into the AI ​​throne ?

 How Elon Musk Led the "Groc" Campaign to Seize the AI ​​Throne

How did Elon Musk lead the "Groc" campaign to break into the AI ​​throne ?

In December 2025, Elon Musk seemed determined to launch an open battle on the AI ​​front, not through conferences or press releases, but through a familiar arena: the X platform. With this approach, Musk transformed his personal account into a virtual propaganda hub for Groc, the AI ​​model developed by his company, XE, in a campaign unprecedented in its pace and intensity.

The Narrative of Superiority… Through Tweets

During the final weeks of the year, Musk posted dozens of tweets almost daily, presenting Groc as "the most accurate, truthful, and least biased." He didn't just rely on 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 ChatGPT and Gemini in Los Angeles income statistics, before asking Grok to provide "the correct answer with a roasted roast," a scene that garnered widespread attention and reignited the debate about the accuracy of competing models.

These comparisons were not isolated. Musk deliberately repeated the phrase "Grok it" as a linguistic and cultural alternative to "Google it," in a conscious attempt to shift Grok from the realm of a technical tool to that of everyday habit. In several tweets, he pointed to Grok'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 Persuasive Tool

Alongside the arguments, Musk relied on a barrage of numbers and indicators. He talked about GROK topping the leaderboards on benchmark platforms like OpenRouter, both in programming tasks and what he calls “emotional intelligence,” in addition to achieving high scores on composite tests like τ⊃2;-Bench.

He also touted usage data indicating daily users had grown to over 10 million, along with high ratings in app stores and the app's leading position in South Korea. 

These figures, whether observers agree with their accuracy or not, played a pivotal role in establishing the “accelerated growth” narrative. Musk presented GROK not just as a promising product, but as a ready-made alternative capable of capturing real market share from competitors in the US and beyond.

Features… From Serious to Fun

What was striking about the campaign was the diversity of its messages. Besides emphasizing logic and precision, Musk highlighted features more relevant to everyday life: photo and video editing, adding characters like “Santa” to family photos during the holiday season, language learning, and integrating GROK into X conversations. He also spoke about child-safe "companions" and "visual intelligence" capabilities for understanding images and scenes, attempting to portray GROK as a comprehensive system that goes beyond simply providing text-based responses.

Reactions… Enthusiasm and Controversy

The campaign generated significant engagement. Some tweets garnered hundreds of thousands of likes and retweets, reflecting widespread curiosity and a desire to experiment. 

A segment of users celebrated what they described as a model "unconstrained by wake culture" and more daring in its responses. However, criticism was also present, mostly focused on Musk's personality or on political and ideological accusations, with a few complaints regarding past biases in GROK's responses.

Beyond the hype, this campaign reveals a deeper shift in how artificial intelligence technologies are marketed. Elon Musk did not leave the task of promoting the public relations teams, but rather took it upon himself, using his personal presence and digital influence as a competitive weapon.

The result was a story that transcends 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.