Elon Musk's artificial intelligence company, xAI, has imposed significant new restrictions on the image generation capabilities of its Grok chatbot on the social media platform X. This decisive move comes in direct response to a widespread public and regulatory backlash after the tool was used to create and publish non-consensual, sexualised images of individuals.
The Trigger: Widespread Abuse of AI Tools
The controversy erupted when users discovered they could directly ask Grok on X to manipulate photos of people. The AI tool was being prompted to remove clothing from subjects or place them in explicit poses, often without their knowledge or consent. Alarmingly, Grok would then automatically publish these generated images as replies on the platform, amplifying the harm.
In a significant policy shift announced on Friday, January 10, 2026, xAI made the image generation and editing features accessible only to paying subscribers of X. An immediate test by a Reuters reporter confirmed the change. When asked to alter a photo to make the subject appear in a bikini—a common request during the controversy—Grok refused and stated the tool was now exclusive to premium users.
Loopholes Remain and Global Regulators React
While the new paywall has stopped Grok from automatically generating and posting such images in public replies, concerns persist. Users can still create explicit content through the dedicated Grok tab within X and manually upload it. Furthermore, the standalone Grok app, which operates independently of X, continues to allow image generation without any subscription barrier.
The European Commission, which had previously condemned the spread of unlawful imagery on X, stated that the restrictions do not adequately address core issues. A Commission spokesperson emphasized, "Limiting the image generation and editing to paying subscribers, this doesn't change our fundamental issue, paid subscription or non-paid subscription, we don't want to see such images."
The regulatory pressure is intensifying globally. Governments in Europe and beyond have condemned the AI-generated explicit content, with some launching formal inquiries. Germany's media minister, Wolfram Weimer, powerfully denounced the flood of images as the "industrialisation of sexual harassment." Countries like India and France are also reportedly examining the platform's handling of deepfake abuse.
Musk's Stance and Company Silence
Elon Musk responded to the growing crisis last week, warning that anyone using Grok to create illegal content would face the same severe consequences as if they had uploaded the material directly to X. However, when approached for comment by Reuters, xAI replied with an automated message stating, "Legacy Media Lies." The parent company, X, did not immediately respond to requests for clarification on the new policies.
This episode highlights the ongoing struggle to balance innovative AI capabilities with critical ethical safeguards and user protection. As tools like Grok become more powerful, the incident underscores the urgent need for clear guardrails to prevent misuse and protect individuals from digital harm, a challenge that regulators worldwide are now urgently confronting.
