Two years on, has Elon Musk’s takeover of Twitter transformed the platform or tarnished it beyond repair?

I n the two years since Elon Musk acquired Twitter for a jaw-dropping $44 billion, the platform has seen dramatic shifts, from its rebranding as “X” to a near-complete overhaul of its moderation and advertising practices.

While some hail Musk’s changes as bold steps towards unbridled free speech, critics argue that the platform has become a hotbed of unregulated content (full of disinformation, conspiracy theories, and hate speech) and brand risk, leaving advertisers and some users disillusioned. The latest report from Kantar Media Reactions indicates that marketing professionals increasingly see X as an unsafe and unreliable advertising environment, a view that could shape the platform’s future.