In a significant policy reversal, Elon Musk's social media platform X has disabled a controversial feature of its artificial intelligence tool, Grok. The AI will no longer be permitted to edit photographs of real individuals to depict them in revealing attire in regions where such actions are unlawful.
Global Pressure Forces X's Hand
The decision was announced directly by X on Tuesday, 15th January 2026, following intense international criticism and concern over the proliferation of sexualised AI-generated deepfakes. The platform stated it has "implemented technological measures to prevent the Grok account from allowing the editing of images of real people in revealing clothing."
This development came just hours after California's Attorney General revealed the state was investigating the spread of sexualised AI deepfakes, including those of minors, created by the AI model. In response, X has now geoblocked the ability for all users to generate images of real people in bikinis, underwear, and similar clothing via Grok in jurisdictions where it is illegal.
UK Government Claims Vindication
The move was swiftly welcomed by authorities in the United Kingdom, where Prime Minister Sir Keir Starmer had previously called on X to control its AI tool. The UK government claimed "vindication" following the announcement.
A spokesperson for the UK communications regulator, Ofcom, described it as a "welcome development." However, they emphasised that Ofcom's investigation into whether X breached UK laws "remains ongoing." The regulator is working to establish what went wrong and what corrective actions are being taken.
UK Technology Secretary Liz Kendall also welcomed X's action but stated she expects Ofcom's ongoing probe to "fully and robustly" establish the facts surrounding the incident.
Paid Access and Accountability
In its statement, X reiterated that only users with a paid subscription will retain the ability to edit images using Grok on its platform. The company argues this paywall adds an extra layer of protection, helping to ensure that individuals who attempt to misuse Grok to violate the law or X's policies can be held accountable.
This episode highlights the growing global regulatory scrutiny facing AI developers and platforms over the ethical and legal implications of deepfake technology, particularly content that violates personal privacy and promotes non-consensual imagery.
