The five-year agreement comes as Microsoft, OpenAI, and Google face intense scrutiny over training AI models on copyrighted content usage without consent.
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As X struggles to attract advertisers, users have reported seeing a new ad format emerge that cannot be blocked or reported, doesn't disclose the ad itself, and doesn't identify who is behind it.
The mandatory opt-in for personalised ads was announced as part of a series of settings updates that will gradually be rolled out in the coming weeks. Select unspecified countries will still be able to opt-out.