Elon Musk-owned company may be at a risk of losing as much as $75 million in advertising revenue and recently, a report claimed that the social media company is looking to change its advertising strategy after Musk asked advertisers pulling ads from the platform to “Go! f**k yourselves”. As a part of this strategy, X (formerly Twitter) may be looking to tap the Japanese market.

X to hire engineers in Japan
Two developments this week suggest that Japan is one of the priority markets for the company. Firstly, X will start hiring engineers in Japan, CEO Linda Yaccarino said in a post.

A report earlier this year quoted Yaccarino as saying that X would start hiring engineers in 2024 and establish an app development team to develop functions and advertising products for the Japanese market.

This development team will be tasked to create a mechanism for low-cost ads in order to explore demand from small and midsize businesses in Japan, the report added.

The Financial Times reported that X is ramping up a new advertising strategy to turn to small and medium-sized advertisers to bring some revenue. According to a company spokesperson, the company underplayed small and medium businesses “for a long time” they were “always part of the plan”.

Grok AI chatbot launching in Japanese
The second major announcement regarding Japan is that Musk’s AI company, xAI, will launch Grok AI chatbot in English and then in Japanese, which is the company’s second biggest user base.

“Will expand to all English language users in about a week or so. Japanese is next priority (2nd biggest user base) and then hopefully all languages by early 2024,” Musk said in a post. He said that Grok AI (beta) is rolled out to all X Premium+ subscribers in the US.

Meanwhile, more than 10 million people signed up for X this December, Yaccarino said.


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