AI Company
xAI
xAI is an artificial intelligence company founded by Elon Musk in 2023 that develops the Grok family of models. Grok is available through the X platform, standalone apps and an API. The company positions itself as a frontier lab competing with OpenAI, Anthropic and Google DeepMind.
What it is
xAI builds large language models and related products, with Grok as its main consumer-facing assistant. Grok is tightly integrated with X, which gives it access to public posts on that platform alongside web results. The company also offers developer access to its models and has invested heavily in its own training compute.
Why it matters
Grok is one of the assistants people use instead of a search engine, so its answers form part of the AI visibility picture alongside ChatGPT, Gemini, Perplexity and Copilot. Its link with X means social posts and public conversation can influence what it surfaces, which is a different signal mix from assistants that rely mainly on crawled web pages. Brands tracking AI mentions need to include it rather than assume results mirror other tools.
How it works
Practitioners test brand and category prompts in Grok, note which sources it cites and whether the summary is accurate, then compare against other assistants. Because X activity feeds into it, teams often review their own posting cadence and the tone of third-party conversation about the brand. Developers may also call xAI models through the API for internal tools or content workflows.
When it applies
It applies when your audience uses X or Grok, when you are building a multi-assistant visibility tracking programme, or when you are evaluating model providers for an internal AI product.
Examples
- A challenger bank runs the prompt 'best current accounts for freelancers' in Grok and logs which providers and sources appear.
- A PR team notices Grok summarising a product launch using X posts rather than the press release, and adjusts its social copy.
- A developer trials a Grok model through the API alongside two competitors before choosing one for a support assistant.
How it is measured
- Share of tracked prompts in Grok where the brand is mentioned
- Citation share by domain across Grok answers compared with other assistants
- Accuracy and sentiment of Grok's brand descriptions, scored manually each month
- Referral traffic from Grok and X-linked sources in analytics
Related terms in AI Company
- Amazon Web ServicesAmazon Web Services is Amazon's cloud computing division, providing compute, storage, databases, networking and machine learning services on a pay as you go basis. It is one of the main cloud platforms used to host websites, data pipelines and AI applications. For AI work it offers services such as Amazon Bedrock, SageMaker, OpenSearch and various vector and database options.
- AnthropicAnthropic is an AI company that builds the Claude family of large language models and positions safety research at the centre of its work. Its products include the Claude apps, a developer API and Claude integrations used inside other tools. For marketers, Anthropic matters because Claude is one of the assistants where buyers now ask questions that used to start in a search engine.
- BroadcomBroadcom is a US semiconductor and infrastructure software company, listed as AVGO, that supplies networking, storage, wireless and custom silicon alongside a large enterprise software portfolio. In AI it is known for data centre networking components and for co-designing custom accelerators with large cloud operators. Its software side expanded significantly with the acquisition of VMware.
- CerebrasCerebras Systems is a US computing company that builds very large wafer-scale processors and systems for training and running AI models. It sells hardware and also offers a hosted inference service that runs open models at high token generation speeds. It matters to search and marketing teams mainly as one of the infrastructure options behind fast AI assistants and agents.
- GoogleGoogle is the search engine and technology company owned by Alphabet, and the operator of Search, YouTube, Chrome, Android, Google Ads and Google Cloud. It develops the Gemini family of AI models and surfaces generated answers in products such as AI Overviews. For most businesses it remains the largest single source of organic and paid search demand.
- Google DeepMindGoogle DeepMind is Google's artificial intelligence research and development unit, formed by combining DeepMind with the Google Brain team in 2023. DeepMind was founded in London in 2010 and acquired by Google in 2014. The unit develops Google's Gemini models alongside longer-running research projects such as AlphaFold.
Primary research · August 2026
How ChatGPT Shortlists Software Brands
An audit across 10 categories and 60 buying questions. I recorded what ChatGPT reads, throws away and links to when a buyer asks it which software to buy, and what that decides.
- 60
- Questions asked
- 10
- Software markets
- 2,680
- Results read
- 367
- Links shown
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