Social media is undergoing significant shifts, particularly after Elon Musk’s takeover of Twitter (now X), raising concerns about trust and content moderation. As platforms like Threads, Mastodon, and BlueSky offer decentralised alternatives, users and brands face challenges in navigating misinformation and verifying identities. While decentralised platforms are gaining ground, the future of X depends on its ability to rebuild trust. Meanwhile, the rise of AI chatbots like ChatGPT has led to emotional engagement with users, sparking concerns over over-reliance and emotional dependence. As these platforms and technologies evolve, it’s crucial for users and brands to stay adaptable and mindful of the changing landscape.