UK media regulator Ofcom has launched a formal investigation into Elon Musk-owned social media platform X over concerns that its artificial intelligence chatbot, Grok, is being misused to create and circulate sexualised images, including non-consensual intimate images and child sexual imagery.
Ofcom flags “deeply concerning” reports
In a statement announcing the probe, Ofcom said it had received “deeply concerning reports” that Grok was being used to generate undressed and sexually explicit images of people without their consent, as well as sexualised images involving children. Such content, the regulator stressed, is illegal under UK law.
The investigation will examine whether X has failed to remove illegal material swiftly once it became aware of it, and whether it has taken “appropriate steps” to prevent UK users from accessing such content. Ofcom will also assess whether the platform has implemented “highly effective age assurance” measures to stop children from being exposed to pornographic material.
If X is found to have breached its legal duties, Ofcom has the power to impose severe penalties. These include fines of up to 10% of the company’s worldwide annual revenue or £18 million, whichever is higher. In extreme cases of non-compliance, the regulator can also seek a court order requiring internet service providers to block access to X in the UK altogether.
Victims speak out as altered images circulate
The BBC has reviewed several examples of digitally altered images circulating on X, in which women were depicted undressed or placed in sexual positions without their consent. One woman told the broadcaster that more than 100 sexualised images of her had been created using AI tools and shared online.
Campaigners say such misuse of generative AI has intensified the problem of image-based abuse, making it easier and faster to create convincing fake images that can cause severe psychological harm to victims. Non-consensual intimate images are a criminal offence in the UK, and platforms are required under online safety laws to act promptly to remove them.
X responds, Musk hits back
X referred the BBC to a statement posted by its Safety account earlier this month. “Anyone using or prompting Grok to make illegal content will suffer the same consequences as if they upload illegal content,” the statement said, adding that the platform takes violations seriously.
Elon Musk later criticised the investigation, claiming the UK government was seeking “any excuse for censorship”. He questioned why other AI platforms were not facing similar scrutiny, suggesting X was being unfairly targeted.
However, Ofcom has maintained that its focus is on whether platforms operating in the UK are complying with domestic laws, regardless of ownership or political views.
Government welcomes swift action
Technology Secretary Liz Kendall said she welcomed Ofcom’s decision to investigate and urged the regulator to act without delay.
“It is vital that Ofcom complete this investigation swiftly because the public – and most importantly the victims – will not accept any delay,” she told the BBC.
Her predecessor, Peter Kyle, described the allegations as “appalling” and suggested Grok had not been tested adequately before being rolled out. Speaking to BBC Breakfast, he recalled meeting a Jewish woman who found an AI-generated image of herself in a bikini outside Auschwitz circulating online.
“That made me feel sick to my stomach,” Kyle said, highlighting the potential for AI tools to amplify hate, abuse and trauma when safeguards fail.
Global backlash against Grok
The investigation comes amid growing international criticism of Grok’s image generation feature. Over the weekend, both Malaysia and Indonesia temporarily blocked access to the tool following similar concerns about the creation of inappropriate and offensive content.
Experts say the rapid deployment of powerful generative AI systems has outpaced regulation in many countries, raising questions about accountability, moderation and user safety.
Ofcom: “Highest priority” probe
An Ofcom spokesperson said the investigation would be treated as “a matter of the highest priority”, though no specific timeline was given.
“Platforms must protect people in the UK from content that’s illegal in the UK,” the spokesperson said. “We won’t hesitate to investigate where we suspect companies are failing in their duties, especially where there’s a risk of harm to children.”
Lorna Woods, professor of internet law at the University of Essex, told the BBC that it was difficult to predict how quickly the probe would move. She noted that Ofcom has discretion over the pace of its investigations and the enforcement tools it uses.
She added that, in rare and serious circumstances involving ongoing harm, the regulator could seek a business disruption order from the courts to block access to a platform, rather than treating it as a last resort.
Conclusion
As generative AI tools become more widely accessible, regulators around the world are grappling with how to balance innovation with safety and accountability. Ofcom’s investigation into X and Grok underscores the growing expectation that tech platforms must actively prevent illegal and harmful uses of AI. The outcome of the probe could set an important precedent for how AI-driven content is regulated in the UK and beyond.