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Elon Musk’s AI-powered tool Grok, launched on the social media platform X in 2023, will no longer permit the editing of photos of real individuals to depict them in revealing attire in regions where such alterations are illegal. This decision follows significant public backlash concerning the misuse of AI to create sexualized deepfake images. According to an announcement from X, “We have implemented technological measures to prevent the Grok account from allowing the editing of images of real people in revealing clothing.”
The response to this development has been mixed. The UK government hailed it as a form of vindication for their earlier calls on X to regulate Grok’s capabilities. Meanwhile, Ofcom, the UK’s communications regulator, referred to the move as a “welcome development,” though its investigation into whether the platform breached UK law remains ongoing. Campaigners and those affected by the AI misuse have expressed disappointment, emphasizing that the damage caused prior to the restrictions cannot simply be reversed.
Journalist and campaigner Jess Davies, who experienced having her image manipulated by Grok, acknowledged the platform’s update as a “positive step” but stressed that such content should never have been permitted to exist initially. She remarked, “It’s a sobering thought to think of how many women including myself have been targeted by this [and] how many more victims of AI abuse of being created.” Dr. Daisy Dixon, a philosophy lecturer at Cardiff University and another victim, described Grok’s previous misuse as leaving her “shocked,” “humiliated,” and worried about her safety. Although she welcomed X’s reversal as a “battle-win” for campaigners, she underscored the lasting harm inflicted upon many women.
Additional voices in this debate include Andrea Simon, director of the End Violence Against Women Coalition (EVAW), who highlighted that while the platform appears to be responding to pressure from victims, campaigners, and governments, this should not be the endpoint. Simon said, “Given the evolving nature of AI-generated harms, tech platforms must be required to take proactive preventative action.” The broader political landscape adds further pressure: the timing of X’s announcement coincided with California authorities beginning investigations into the spread of sexualized AI-generated deepfakes, even those involving minors.
To enforce the new policy, X revealed that it is geoblocking users from generating images of real people in bikinis, underwear, or similar clothing through Grok in jurisdictions where it is illegal. Additionally, only paying users will retain the ability to edit images with Grok, thus allowing better oversight and accountability. Elon Musk defended the platform’s stance on freedom of speech, though critics continue to question the effectiveness and sincerity of the implemented safeguards. Questions remain regarding how X will determine if an image features a real person and how it will handle rule violations, amid concerns over users potentially circumventing restrictions using tools such as VPNs. Meanwhile, UK communications regulator Ofcom keeps its investigation active, with the possibility of seeking legal intervention against X if compliance is not met, signaling ongoing governmental scrutiny on AI-related content moderation
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