Elon Musk is launching a new AI company, which is going to be called xAI.

There are two things that stand out here. First, we need to address Musk's love-hate relationship with AI and second, but not in terms of importance, his obsession with the letter 'X'.

Musk has often warned about the dangers of artificial intelligence.

He once used an an AI-powered computer programme called AlphaGo to prove his point.

AlphaGo is relatively old and yet, it already showed what AI can do.

“In the span of 6 months, [AlphaGO] went from not being able to beat a reasonably good chess player to beating the world’s best player and Europe’s best player simultaneously,” Musk said in an interview.

Perhaps this is a classic case of 'you can't beat them, join them'.

For whatever reason, Musk is clearly obsessed with the letter X. Everyone knows he's rebranded Twitter to X but some may not know that his first big company, the one you know today as PayPal, was originally called X.com

The letter has since been used in many of his companies, including SpaceX and with the Tesla Model X.

But his obsession goes further.

Three of Musk's children have the letter 'X' in their name, including his son X.