Ofcom has opened a formal investigation into Elon Musk’s X over the use of its Grok AI tool to create sexually explicit and violent imagery of women and girls.

The probe by the UK’s online safety watchdog follows reports that X’s Grok AI model has been used to generate and share content that may constitute intimate image abuse, child sexual abuse material (CSAM) and pornography accessible to children.

An Ofcom spokesperson says reports of Grok being used to create and distribute illegal, non-consensual images and CSAM were “deeply concerning”.

“Platforms must protect people in the UK from content that’s illegal in the UK, and 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,” the spokesperson adds.

X’s UK revenues fall 58% as brands flee over moderation fears

Ofcom is investigating X under the Online Safety Act, assessing whether the platform has breached legal obligations including the duty to remove illegal content swiftly once aware of it and to take appropriate steps to prevent UK users from encountering ‘priority’ illegal content, such as non-consensual intimate images and CSAM.

If found to have breached the law, Ofcom can fine X up to 10% of its global revenue or £18m, whichever is higher.

In the most serious cases of continued non-compliance, Ofcom can apply to a court for orders that could require payment providers or advertisers to withdraw services from a platform, or require internet service providers to block access to a site in the UK.

The investigation comes after X reported a decline in UK revenues in 2024, as advertisers continued to cut spending amid ongoing concerns about brand safety, reputation and content moderation.

The platform recorded a 58.3% fall in UK revenues, from £69.1m in 2023 to £28.9m in 2024, according to accounts filed to Companies House for the year ending 31 December 2024.