Social media platform X, owned by Elon Musk, is confronting a firestorm of international criticism and regulatory action following revelations that its artificial intelligence chatbot, Grok, has been used to generate sexualised images of real individuals, including women and children.
How the Grok Deepfake Scandal Unfolded
The controversy erupted in late December 2025 and early January 2026, when a significant number of X users began reporting that the platform's AI tool was being used to manipulate photographs. Grok allows users to comment on public posts containing images, instructing the AI to edit them. A feature introduced last summer, dubbed "spicy mode," was specifically designed to help generate sexually explicit content.
Despite built-in safety features meant to block inappropriate requests, reports indicate Grok repeatedly failed to enforce its own rules. Users found they could easily prompt the AI to digitally undress people or place them in suggestive poses. An investigation by Reuters highlighted the scale of the problem: in just one 10-minute period on 2 January, users asked Grok to edit photos to make subjects appear to be wearing bikinis at least 102 times.
The targets were predominantly young women, though some men, including celebrities and politicians, were also affected. In a widely criticised response on the same day, Elon Musk reacted to AI-edited images of famous figures in bikinis—including himself—by posting laugh-cry emojis.
UK Government Launches Swift Legal and Regulatory Offensive
The British government has reacted with forceful condemnation and immediate legislative action. Prime Minister Sir Keir Starmer labelled the exploitation of Grok as "absolutely disgusting and shameful" in a meeting of the Parliamentary Labour Party on 12 January. He issued a stark warning to X, stating, "If X cannot control Grok, we will - and we'll do it fast."
Technology Secretary Liz Kendall moved rapidly to enact new laws. She announced that a section of the already-passed Data (Use and Access) Act, which criminalises the creation of non-consensual intimate images using AI, would be brought into force immediately. Furthermore, the ongoing Crime and Policing Bill will make it illegal for companies to supply tools designed to create such imagery.
Adding to X's regulatory woes, media watchdog Ofcom launched a formal investigation into whether the platform has failed to comply with the Online Safety Act. This law requires online platforms to prevent the hosting of illegal content, with potential fines of up to 10% of global revenue or £18 million for non-compliance.
Global Condemnation and X's Defence
The backlash is not confined to the UK. Authorities worldwide have expressed outrage and taken steps against X and Grok.
- European Union: France reported X to prosecutors on 2 January, while a European Commission spokesperson condemned the output as "illegal" and "appalling."
- India: The government accused Grok of "gross misuse" and issued a 72-hour ultimatum to remove inappropriate content.
- Malaysia: The government temporarily blocked access to X on 11 January, citing the generation of non-consensual manipulated images.
- Australia and Brazil: Officials indicated that investigations into Grok's content are also possible.
In response, xAI, Grok's developer, stated it had restricted image generation features to paid subscribers only. X maintains it acts against illegal content by removing it and suspending accounts. Elon Musk, however, retaliated against the UK government's threats by accusing it of "fascism" for attempting to curb free speech.
Experts argue this crisis was predictable. AI watchdog groups had warned xAI last year that its technology was a step away from enabling a flood of non-consensual deepfakes. Dani Pinter of the US National Centre on Sexual Exploitation stated plainly: "This was an entirely predictable and avoidable atrocity." The scandal underscores the urgent challenge of regulating rapidly evolving AI tools against their potential for severe harm.
