X has announced new restrictions on its AI tool, Grok, following widespread criticism over its use in creating sexualised deepfake images of real people.
Under the new measures, Grok will no longer be able to edit images of real individuals to show them in revealing clothing in countries where such content is illegal. The platform said it has introduced technical safeguards and geo-blocking to prevent users from generating images of real people in bikinis, underwear, or similar attire in those jurisdictions.
The changes come after mounting pressure from governments and regulators. In the UK, Prime Minister Sir Keir Starmer had called on X to control the AI tool, describing some images as “disgusting and shameful.” UK media regulator Ofcom is investigating whether X broke the law, with potential fines of up to 10% of global revenue or £18 million, and the possibility of a nationwide block if rules are not followed.
California authorities are also probing Grok for spreading sexualised AI-generated images, including those involving children. Meanwhile, Malaysia and Indonesia have already banned the tool after reports of explicit image edits without consent.
X said the new rules will apply to all users, including paid subscribers. Only Not Safe For Work (NSFW) edits involving imaginary adult characters will be allowed, and these must comply with local laws. The platform emphasized that the restrictions are designed to prevent abuse and hold users accountable for illegal or harmful content.
Experts have welcomed the move but expressed concerns about enforcement, questioning how X will reliably determine whether an image depicts a real person and prevent rule-breaking. Critics also argue that the safeguards came too late, after the AI tool had already been widely misused online.
