Elon Musk’s X faces pressure as Grok AI restrictions roll out

X has rolled out new Grok AI limits after global outrage and a UK investigation over explicit deepfakes of real people

X has implemented new restrictions on its Grok AI chatbot following mounting global pressure and an ongoing investigation in the United Kingdom over the creation of explicit and non consensual deepfake images. The changes come after widespread criticism from regulators, politicians and safety advocates who accused the platform of failing to adequately protect users from harmful AI generated content.

The company confirmed it has now blocked Grok from editing images of real people into revealing clothing, including swimwear, and said the restriction applies to all users, including those paying for premium access. X also confirmed it has introduced geoblocking measures in countries where the generation of such content is illegal, signalling a more reactive compliance approach as scrutiny intensifies.

Britain’s media regulator Ofcom described the move as a welcome development but stressed that its formal investigation into whether X breached UK law remains active. The probe centres on reports that Grok was used to generate sexualised images of women and children, some of which could constitute child sexual abuse material under existing legislation. UK Prime Minister Sir Keir Starmer publicly condemned the situation in Parliament, calling the earlier failures disgraceful while warning that the government is prepared to strengthen laws if platforms fail to act responsibly.

The controversy has not been confined to the UK. Authorities in California have launched their own probe into the spread of AI generated sexual content, while Malaysia and Indonesia became the first countries to block access to Grok entirely over the weekend. These bans marked a significant escalation, showing how quickly governments are willing to intervene when platforms are seen as slow to respond.

Elon Musk addressed the backlash by claiming he was unaware of any underage explicit images generated by Grok and insisted the system only responds to user prompts. He acknowledged the possibility of prompt manipulation and said any issues would be fixed immediately. Critics online were unconvinced, pointing out that safeguards should exist before harm occurs rather than after content spreads.

Users accused X of acting only once regulators intervened, while others criticised the decision to previously place image editing tools behind a paywall, arguing it prioritised revenue over safety. Advocacy groups renewed calls for stricter oversight of generative AI, warning that rapid technological development without firm guardrails leaves vulnerable people exposed.

If Ofcom concludes that X violated the Online Safety Act, the platform could face fines of up to £18 million or a significant percentage of its global revenue, with the possibility of further sanctions if compliance fails.