X has introduced stricter measures to combat content theft and engagement bait, strengthening the integrity of its creator revenue-sharing programme and ensuring original creators receive proper credit and earnings.

The platform said the new enforcement measures use its latest Grok AI model to identify duplicated content more accurately while penalising users who repeatedly repost or manipulate content for financial gain.

Grok AI Improves Content Detection

According to Nikita Bier, X's latest Grok AI model can detect duplicated content at three times the rate of the previous version.

The enhanced detection system can identify reposted videos and text, even when users attempt to disguise stolen content by adding watermarks, intros or other edits.

Instead of rewarding copied content, X said monetised impressions generated from reposted material will now be attributed to the original creator.

The policy also extends to duplicated text posts, which the company says are frequently copied to generate engagement.

More Than One Million Dollars Redirected to Original Creators

X disclosed that it identified approximately 1.5 million stolen posts during its latest review cycle.

As a result of the new policy, the company said more than US$1 million in creator payouts will be redirected to the original creators whose content had been copied by other users.

The move forms part of X's broader effort to strengthen creator monetisation by ensuring earnings are distributed to content owners rather than accounts that recycle viral posts.

Platform Targets Engagement Bait and Bots

Alongside content theft, X is also increasing enforcement against engagement bait—posts designed to artificially boost likes, replies and follows.

The company warned that users who repeatedly encourage engagement through tactics such as promising to follow anyone who replies could be removed from the creator programme. Accounts found violating the policy three or more times may also be referred to X's policy team for suspension.

X also said it continues to improve its detection of automated accounts. Earlier this year, the platform reported that it was identifying and suspending more than 200 bots every minute as part of its ongoing efforts to reduce spam and platform manipulation.

The latest measures reflect X's growing reliance on AI to improve content moderation while protecting creator revenue and discouraging misuse of its monetisation programme.