New X (Twitter) chief Linda Yaccarino has done her first full interview with CNBC, in which she was questioned about the autonomy of her role under X owner Elon Musk, her plans for revitalising the platform’s ad business, and her further vision for the app. The main focus of the interview was on the re-brand and how that’s impacted the business.

According to Yaccarino via the interview, the company is close to breaking even, while the re-brand to X has been popular among users, according to internal insights. Naturally many of her quotes were from a pitching standard, however, several insightful statements were made regarding the progress behind X.

“The rebrand represented really a liberation from Twitter, a liberation that allowed us to evolve past a legacy mindset and thinking, and to reimagine how everyone, how everyone on Spaces who’s listening, everybody who’s watching around the world, [how] it’s going to change how we congregate, how we entertain, how we transact all in one platform.”

Yaccarino seems confident in the new direction, explaining that X encompasses more opportunities than the previous moniker.

Only last month, Yaccarino shared a statement to X about the new vision for the app, which had many rolling their eyes at the corporate-speak.

“X is the future state of unlimited interactivity – centered in audio, video, messaging, payments/banking – creating a global marketplace for ideas, goods, services, and opportunities. Powered by AI, X will connect us all in ways we’re just beginning to imagine.”

There is a general vagueness to the terms used in this statement and, in a way, tend to state the obvious progress for the planning of a social app. 

According to Yaccarino, “experiences and evolution into long-form video and articles, subscribing to your favourite creators” form the basis of what X is all about, in differentiation to Twitter, though most are pretty much in line with the previous Twitter experience, and were even enacted, in some form, under previous Twitter management.

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