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Musk's X appoints 'king of virality' in bid to draw in younger users

Nikita Bier has previously developed platforms that have proved popular with teen users.

Drew Benvie, chief executive of social media consultancy Battenhall, said Mr Bier's experience in developing features that engage younger users, like anonymous polling, makes him hopeful his arrival could bring some "X-factor" to the platform. It includes Nat Friedman, former boss of software development platform GitHub, Alexandr Wang of data annotation firm Scale AI and co-creators of OpenAI's models. Mark Chen, its chief research officer, reportedly said he was working with OpenAI boss Sam Altman on "creative ways to recognise and reward top talent".

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