X Previews Labels That Tell Users Why Its AI System Flagged Their Posts

X previewed designs for labels that would explain what its AI detected in a flagged post, how the post's reach was limited, and let users appeal the decision, according to Michael O'Herlihy, the Twitter veteran who recently rejoined X as head of safety, speaking at the Brand & AI Safety Summit in New York on Tuesday (Nov. 10). O'Herlihy argued that AI-led moderation creates auditable records better than human review, citing a case in which X's system mistakenly labeled a post featuring a SpaceX rocket launch image as "adult content" with no visible explanation. The preview comes as X's advertising revenue has plummeted since Elon Musk took over, making brand safety a crucial pitch to win back brands.

Key Takeaways - X is previewing AI-generated labels that explain why posts get flagged and let users appeal decisions. - X's new head of safety, argues AI-led moderation creates auditable records better than human review. - X's advertising revenue has plummeted since Elon Musk took over, making brand safety a crucial pitch to win back brands. X’s AI-powered content moderation system once mistakenly labeled a post featuring an image of a SpaceX rocket launch as “adult content.” No one, including the author of the post, could see why. That’s the problem Michael O’Herlihy, a Twitter veteran who recently rejoined X as head of safety, wants to fix. In the future, X’s content moderation systems may show their decisioning process, he suggested at the Brand & AI Safety Summit in New York on Tuesday Nov. 10 . There, O’Herlihy previewed designs for labels displayed beneath content on X that explain what its AI detected in a post, detail how exactly the post’s reach was limited after being flagged, and allow users to appeal the decision. UNLOCK FULL ACCESS Subscribe and get full access to the news, insights, and expertise that keep industry professionals ahead of the curve. VIEW ALL SUBSCRIPTION OPTIONS https://www.adweek.com/subscription/