Yaccarino’s departure comes one day after the company’s Grok chatbot began pushing antisemitic tropes in responses to users. It’s not clear that the events were connected.
Her exit also comes months after Musk sold X, his social media company, to xAI, his artificial intelligence company. The move formally combined the two entities that were already closely intertwined, but raised questions about Yaccarino’s role in the new company going forward.
“Now, the best is yet to come as X enters a new chapter with @xai,” she said in the post. “I’ll be cheering you all on as you continue to change the world.”
One current X employee, who requested anonymity because they weren’t authorissed to speak publicly, said Yaccarino’s exit wasn’t entirely surprising, in light of the ongoing challenges the company has faced convincing advertisers to return to the platform – something the longtime marketing executive was brought in to do.
In November 2023, Musk publicly lashed out at advertisers leaving the platform, telling them to “go f— yourself.” The fallout from that outburst with brands has been “ongoing,” the employee said, and escalated with Musk’s involvement in President Donald Trump’s administration.
X’s combination with xAI also raised questions about the company’s priorities, with Musk more focused on product improvements than business operations, they said.
“There’s been a lack of clarity, internally and externally as well, of what X is supposed to be,” the employee said, adding that working with the company’s partners is more difficult “if you can’t articulate what our plan is for the next three years.”
As of Wednesday night, Musk had not made any staff-wide comments to X employees about Yaccarino’s departure, the employee said.
Yaccarino, a former NBCUniversal marketing executive, took over from Musk as CEO of X – at the time, it was called Twitter – in June of 2023, about eight months after the billionaire bought the social media platform. She was brought on to help fix the platform’s flagging advertising business, after Musk alienated brands with his controversial comments and changes to the platform.
But her tenure has been marked by repeated public relations crises, including scrutiny over antisemitic and other hateful content spreading on the platform, viral false claims around international conflicts and ads that appeared alongside pro-Nazi content on the site.
That led some brands to pull their spending, for which the Yaccarino-led X sued an advertising industry group – a lawsuit Yaccarino announced in a video message to all X users, in which she decried what she referred to as a conspiracy to boycott the X platform. (The industry group, Global Alliance for Responsible Media, shut down days after the lawsuit was filed.)
In the years since Musk took over X, the company has also had to contend with a rush of new competitors, including Bluesky and Meta’s Threads.
Yaccarino repeatedly touted the company’s “freedom of speech, not freedom of reach” policy that aims to limit the reach of so-called lawful but awful content on the platform. Under her leadership, X also said it had rolled out additional brand safety controls for advertisers, including the ability to avoid having their ads show next to “targeted hate speech, sexual content, gratuitous gore, excessive profanity, obscenity, spam, drugs.”
But the company’s challenges escalated after X integrated xAI’s Grok chatbot into the platform, where users can ask the AI questions and bring it into conversation threads with other users. In May, Grok erroneously brought up a theory of “white genocide” in South Africa in response to unrelated questions. And on Tuesday – weeks after Musk said he would rebuild the chatbot because he was unsatisfied with some of its replies that he viewed as too politically correct – the chatbot shared antisemitic tropes. In response, xAI said it removed some posts and “has taken action to ban hate speech before Grok posts on X.”
It’s not clear whether Yaccarino, as head of the social media business, had any control over Grok or the company’s other AI operations.
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During her time as CEO of X, Yaccarino also faced questions about her power and influence over the company compared to Musk. The billionaire has said he is the company’s chief technology officer, leading product and technology teams, but his controversial statements and seemingly off-the-cuff policy pronouncements often seemed to leave Yaccarino on the back foot.
“Being the CEO of X was always going to be a tough job, and Yaccarino lasted in the role longer than many expected,” Jasmine Enberg, vice president at research firm Emarketer, said in emailed commentary.
“Faced with a mercurial owner who never fully stepped away from the helm and continued to use the platform as his personal megaphone, Yaccarino had to try to run the business while also regularly putting out fires.”
Anne Marie Malecha, CEO of reputation and crisis management firm Dezenhall Resources, added that Musk is “one of those people that is willing to do whatever works for him during that day,” which could have put Yaccarino in a “very difficult position.”
Use of the platform has also fallen during her tenure, from 915.9 million combined active app users and unique website visitors during the month she took over to just 684.2 million last month, according to web traffic analysis firm Similarweb.
Yaccarino’s exit comes at a complicated time for Musk’s businesses, especially Tesla, and his political involvement has raised questions about his ability and commitment to lead multiple companies. Her departure comes shortly after several high level exits at Tesla, including Omead Afshar, Tesla’s head of manufacturing and operations.
Musk has also recently engaged in a high-profile feud with Trump, whom he’d previously supported, that has created a rift between Musk-world and Trump-world and prompted threats from the White House against the billionaire’s companies.
“I don’t think anyone believed (Yaccarino) would make it this long,” said Malecha. “I also don’t think that anyone anticipated that Musk would become part of the political zeitgeist in the way that he did during that two-year period.”
Malecha added that Yaccarino’s exit could have been negotiated as part of X’s merger with xAI, “and, frankly, if I’m her, I wouldn’t be upset at my exit right now, based on what I’m seeing out of this AI.”
