X Announces That It Will Now Block Grok From Creating Sexualised Images of Real People After Backlash

Elon Musk’s social media platform X has announced new limits on its AI tool Grok, saying it will no longer allow users to edit images of real people to make them appear in revealing clothing in places where that content is illegal. The move follows days of criticism over the spread of sexualised AI images, including concerns about women and children being targeted.

In a statement posted on X, the company said: “We have implemented technological measures to prevent the Grok account from allowing the editing of images of real people in revealing clothing.” It added that it will now “geoblock” the feature so users cannot generate images of real people in bikinis, underwear or similar outfits in countries where the law bans it.

The change applies to all users, including paid subscribers, although image editing and creation will still be limited to premium accounts. X said the restrictions would add accountability and help stop people from abusing the tool.

The announcement came as pressure mounted from governments and regulators for X to act. In the UK, Prime Minister Sir Keir Starmer had warned that X could lose the right to self-regulate if it failed to act. Downing Street sources later said that the move amounted to “vindication” for Starmer, who had earlier described Grok’s behaviour as “disgusting” and “shameful”.

UK media regulator Ofcom welcomed the step but made it clear that it is not closing its case into the issue. A spokesperson said: “This is a welcome development. However, our formal investigation remains ongoing. We are working round the clock to progress this and get answers into what went wrong and what’s being done to fix it.” Ofcom is examining whether X breached the Online Safety Act, which could ultimately allow fines to be issued to the platform or even a court-backed block of the platform in the UK.

Technology Secretary Liz Kendall also backed the changes but said she expects the investigation to fully establish the facts. She thanked victims and campaigners who spoke out and stressed that platforms must meet their legal duties, especially when it comes to protecting children.

Globally, scrutiny of Grok has intensified. California’s attorney general has launched an investigation, and several countries have moved toward bans or legal action. Advocacy groups and US lawmakers have urged Apple and Google to remove X and Grok from their app stores over the spread of nonconsensual sexual images.

Musk has defended his platform in recent days, arguing Grok is designed to refuse illegal requests and must follow local laws. He also wrote that Grok only generates images in response to user prompts, not on its own. Previously, he accused critics of trying to suppress free speech and reposted an AI-generated image of Sir Keir Starmer in a bikini, which drew further criticism.

Campaigners say that the new safeguards are overdue. Clare McGlynn, a law professor at Durham University, said the action had come “too late for the thousands of women who have been victimised and whose images are still online”. Others welcomed the changes as proof that public pressure can force tech companies to respond, while warning that evolving AI tools will require stronger, more proactive protections.

Questions remain over how effectively X can enforce the new rules, how Grok will identify real people in images, and whether users could get around geoblocks using tools like VPNs. For now, regulators say they are watching closely.