Elon Musk’s social media platform X has quietly tightened access to one of its most controversial features, pushing Grok’s image generation and editing tools behind a paywall after growing pressure from the UK government over a disturbing viral trend.
The decision follows weeks of backlash sparked by Grok — the AI chatbot developed by xAI — being used to digitally “undress” people with simple text prompts. What began as a gimmick quickly spiralled into something far more serious, with sexually explicit deepfake images circulating widely on X, most of them targeting women.
How Grok crossed a dangerous line
The controversy erupted when users realised Grok’s image-editing tools could be prompted to remove clothing from photos with little resistance from safety filters. Screenshots of these edits spread rapidly across the platform, alarming online safety advocates and abuse survivors who warned that the technology was being exploited for non-consensual content.
Concerns deepened when some images reportedly involved minors, triggering urgent calls for intervention. Campaigners argued that the lack of guardrails made it far too easy to misuse the AI, turning Grok into a tool for digital harassment rather than creativity.
UK steps in as pressure mounts
The situation escalated when the UK government stepped in, urging media regulator Ofcom to use its full enforcement powers to tackle the spread of obscene AI-generated material on the platform. According to reporting by BBC, the warning raised the possibility of stricter action if X failed to respond.
Not long after, users in the UK noticed a change. Non-paying X users attempting to generate or edit images using Grok were met with an error message stating that the feature was now limited to paying subscribers. To regain access, users are being prompted to sign up for X Premium or X Premium Plus.
What changes for users now
Under the new restrictions, only verified, blue-tick accounts with active subscriptions can use Grok’s image tools directly on X. Users must also provide identification and payment details, a move that appears designed to add friction and accountability.
Free users aren’t entirely locked out, though. xAI continues to allow access to Grok’s image generation features through its standalone website and mobile app, keeping the tool available outside the X platform itself.
Victims speak out
Several individuals who say they were targeted by Grok-generated deepfakes described feeling “humiliated” and “dehumanised,” according to the BBC. Many criticised X for failing to acknowledge how widespread the misuse had become, calling on the company to introduce stronger ethical safeguards rather than reactive fixes.
While X maintains that placing the feature behind a paywall is meant to curb abuse, UK authorities are reportedly unconvinced. Officials argue that charging for access does little to solve the deeper safety issues surrounding AI-generated imagery.
Grok’s growing popularity adds another layer
The controversy arrives at a time when Grok’s popularity is surging. Elon Musk recently admitted that heavy usage of the chatbot has strained xAI’s servers, forcing the company to bring additional computing power online to handle demand.
Musk did not directly link the spike in usage to the viral deepfake trend, but the timing has raised questions about whether the misuse of Grok played a role in driving traffic and attention to the AI model.
Final words
Locking Grok’s image tools behind a paywall may slow casual misuse on X, but it has done little to quiet concerns about how easily powerful AI tools can be weaponised. As regulators watch closely and public scrutiny intensifies, the Grok episode has become a stark reminder that innovation without strong safeguards can spiral fast — and the consequences are felt most by real people, not platforms.
