Elon Musk’s support for Donald Trump is set to boost X’s flagging business, with some marketers poised for a return to the social media platform in order to seek favor with the incoming administration.

Media executives told the Financial Times that some brands were preparing to advertise on X once again, as its billionaire owner was likely to gain an influential role within a second Trump White House.

The platform’s revenues have fallen dramatically since Musk’s $44 billion acquisition two years ago, with some investor estimates suggesting its current valuation is less than $10 billion.

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AI-infused search engines from Google, Microsoft, and Perplexity have been surfacing deeply racist and widely debunked research promoting race science and the idea that white people are genetically superior to nonwhite people.

Patrik Hermansson, a researcher with UK-based anti-racism group Hope Not Hate, was in the middle of a monthslong investigation into the resurgent race science movement when he needed to find out more information about a debunked dataset that claims IQ scores can be used to prove the superiority of the white race.

He was investigating the Human Diversity Foundation, a race science company funded by Andrew Conru, the US tech billionaire who founded Adult Friend Finder. The group, founded in 2022, was the successor to the Pioneer Fund, a group founded by US Nazi sympathizers in 1937 with the aim of promoting “race betterment” and “race realism.”

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