Grokipedia: How Elon Musk is expanding his grip on knowledge

Elon Musk does it again. After the electric cars of Tesla, the brain implants of Neuralink, the space travel of SpaceX and the AI chatbot Grok, he has now focused on something that is perhaps even more fundamental than technology itself: knowledge.

With the launch of Grokipedia — an alternative to Wikipedia — Musk is not only trying to build a platform that would be more “objective”, but also to further expand his influence. Behind the facade of innovation lies a much bigger story: the battle for who decides what is true in the AI era.

From sharing knowledge to controlling knowledge

Wikipedia has been the Internet's compass for twenty years. Millions of people use it every day to check facts or gain basic knowledge. The platform is built on one principle: openness. Everyone can contribute, monitor, and correct.

Musk sees it differently. He has long called Wikipedia “Wokepedia” — too left-wing, too politically correct, too subjective. His answer: an AI-driven encyclopedia fueled by his own model Grok, part of his AI company xAi.

On paper, that sounds like progress. After all, AI can write faster, make connections and generate new knowledge. But there's a catch: who is training that AI? And with what data?

Unlike Wikipedia, where discussion and diversity of perspectives are built in, Grokipedia will be a system where one company's algorithms determine what counts as a fact. That is not the democratization of knowledge — that is centralizing it.

The tentacles of a knowledge empire

Musk isn't just building companies; he's building a ecosystem.

• Tesla gives him data about how people move.
• Neuralink focuses on how people think.
• X (formerly Twitter) controls how people communicate.
• And now, with Grokipedia, he's moving into the field of how people learn and know.

It is a visionary but also worrying whole. Because imagine: a future where our modes of transport, social networks, sources of information and brain interfaces are all connected to the same AI. Then one man not only has market power — but also power of knowledge and influence.

What starts as a new knowledge platform can thus grow into a center of power of interpretation. Musk then no longer has to say what to think; his technology quietly decides what we have access to and what information becomes visible.

From facts to framing

The introduction of Grokipedia shows how the internet is changing. Where communities and volunteers used to shape knowledge, companies and algorithms are now taking over that role.
AI systems aren't necessarily wrong, but they're not neutral either. They carry the assumptions of their creators, the data they received, and the goals for which they were designed.

And that's exactly where it matters.
When someone like Elon Musk — with his strong political preferences, influential platforms, and billion-dollar budget — says he wants to bring “objective knowledge,” it's good to ask:

“Objective for whom?”

The battle for trust

As a marketer and knowledge worker, I see an important lesson here.
In the coming years, it will no longer be about who has the most data, but to who manages to maintain the most trust.
Knowledge platforms, brands and organizations must show how they form their information, what sources use them, and what values lie underneath.

Transparency and humanity are becoming the new currency of credibility.

Lastly

Grokipedia is more than just a new website. It's a symbol of an era where power is shifting from governments and communities to tech companies. Musk says he wants to “restore the truth” with Grokipedia. Maybe.
But if one person has the infrastructure of how we drive, communicate, think and learn... it's time to ask ourselves:

Who will determine our reality — ourselves, or a billionaire's algorithms?

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