X Scrambles to Curb Grok AI Deepfake Abuse

The social media site, X (formerly Twitter), has announced new restrictions on its Grok artificial intelligence (AI) tool, saying it has moved to stop the system from being used to digitally alter images of real people to appear in revealing clothing in countries and jurisdictions where such activity is illegal.

The decision follows days of international backlash over the spread of sexualised AI deepfakes (a deepfake is an AI-generated image, video, or audio recording that convincingly makes a real person appear to do or say things they never did).

In a statement posted on the platform, X said it had implemented technical measures to prevent the Grok account from editing images of real people into bikinis, underwear, or similar attire in those regions. The company said the changes apply to all users and are intended to curb abuse and ensure accountability when the tool is misused.

The move comes after mounting pressure from governments and regulators. In the United Kingdom (UK), Prime Minister Keir Starmer welcomed reports that X was acting, after previously warning that the platform could lose the right to self-regulate if it failed to control the technology. Britain’s media regulator, Ofcom, has said it is examining whether X breached UK law, with potential fines of up to 10% of global revenue, or nearly R400 million.

In the United States, California Attorney-General Rob Bonta said his office was investigating the spread of sexualised AI deepfakes, including images involving children. Over the weekend, Malaysia and Indonesia reportedly moved to ban the Grok tool after complaints that images of people had been altered without their consent.

Grok was launched in 2023 by X, owned by Elon Musk, and is integrated into the platform as an image and text generation system. Critics have questioned how effectively X will enforce the new safeguards and whether they go far enough to prevent future abuse.

Musk further inflamed the controversy by sharing an AI-generated deepfake image depicting Starmer in a bikini while defending Grok against its critics.