San Francisco: SpaceX founder and X owner Elon Musk has praised the social media platform X, formerly known as Twitter, as an effective channel for product announcements, saying it offers company leaders a way to directly reach millions of users without relying on traditional press releases.

Musk’s remarks came in response to Meta CEO Mark Zuckerberg’s announcement of Muse Spark 1.1, a new artificial intelligence coding model launched through Meta’s latest AI offerings.

The exchange highlights how leading technology executives are increasingly using social media platforms to unveil products, engage with users and generate global attention in real time.

Musk highlights reach of CEO posts

Responding to Zuckerberg’s post on X, Musk said the platform had become an ideal medium for product announcements made directly by company founders and chief executives.

“X is a great platform for product announcements, especially if done by the CEO directly,” Musk wrote.

He added that such posts were “way more interesting than generic press releases.”

Referring to the engagement generated by Zuckerberg’s announcement, Musk noted that the post had already attracted millions of views without any promotional expenditure.

“This post by Mark Zuckerberg already received over 12 million views for free!” he said.

The interaction underscores the growing importance of social media as a communication tool for technology companies seeking to engage audiences directly.

Zuckerberg unveils Muse Spark 1.1

The discussion followed Zuckerberg’s announcement of Muse Spark 1.1, a coding-focused artificial intelligence model now available through the Meta Model API and Meta AI.

According to Zuckerberg, the model has been designed to deliver strong performance in:

  • Agentic AI tasks
  • Tool usage
  • Computer interaction
  • Long-duration workflows

He said Muse Spark 1.1 supports a 1-million-token context window, enabling it to process significantly larger amounts of information than many earlier AI systems.

The model can also delegate tasks to multiple AI sub-agents running simultaneously and has been trained to interact with desktop, mobile and browser interfaces.

Meta expands AI offerings

Meta said developers can now build applications using Muse Spark through the newly introduced Meta Model API.

The company aims to provide developers with advanced agentic and multimodal AI capabilities while reducing operational costs.

The launch forms part of Meta’s broader strategy to strengthen its position in the increasingly competitive artificial intelligence market.

Industry analysts note that Meta has accelerated investments in AI as competition intensifies among major technology companies.

Competition in AI market intensifies

The latest product launch comes amid growing competition between leading AI developers, including Meta, OpenAI and Anthropic.

Technology companies are rapidly introducing more capable AI models with improved reasoning, coding, automation and multimodal capabilities to meet rising demand from businesses and consumers.

Meta has increasingly focused on expanding its open AI ecosystem while introducing tools that developers can integrate into commercial applications.

The company has indicated that future updates will continue to enhance AI performance and accessibility.

Social media reshaping corporate communication

Musk’s comments also reflect a broader shift in corporate communication, with technology executives increasingly choosing social media over traditional media channels for major announcements.

By posting directly on platforms such as X, company leaders can instantly reach global audiences, interact with users and receive immediate feedback while avoiding the delays associated with conventional press releases.

As artificial intelligence continues to reshape the technology landscape, product launches by industry leaders are increasingly becoming high-profile events shared directly with millions of users through social media platforms.