Leaked deck shows Elon Musk’s X is promoting Grok’s brand-safety scores after sexualized images backlash
A recently surfaced presentation circulated to advertisers casts the platform as doubling down on brand safety, powered by Grok’s scoring system.
The revelation comes after the platform’s AI feature briefly generated explicit deepfake images of women and children, a move it halted in late January following widespread criticism. The company stated it would no longer produce AI imagery of real people in sexualized outfits.
According to the deck, the network is touting its use of blocklists—collections of sites or accounts that advertisers can instruct the platform to avoid. Historically, the company has pursued legal action against campaigns that used such tools to protect placements.
The slides claim Grok helps review posts and user profiles for brand safety. For example, if a user frequently posts on sensitive topics, ads can be prevented from appearing alongside that user. The system is described as capable of scanning up to 4,000 keywords and 2,000 author handles.
Beyond safety checks, the deck pitches the platform as a live crisis-management hub for brands, offering real-time tools to respond during reputational events.
Requests for comment on the leaked materials were not provided.
The materials were shown at a client-and-agency briefing on February 26, framed as part of a 2026 Brand Suitability Webinar that promised new tools for safety and reach on the platform.
Industry observers note it remains to be seen whether this messaging will persuade advertisers to invest more, given the platform’s relatively modest share of global digital ad revenue. Analysts estimate the platform accounts for less than one percent of worldwide ad spend, despite its outsized influence from high-profile figures and as a news source.
Since the platform’s 2022 acquisition, relations with advertisers have been uneven, with public critiques from leadership about shifting ad budgets and visibility. Revenue forecasts for 2026 have been adjusted downward from early projections.
Critics have pointed to past moderation changes, tweaks to verification rules, and the restoration of accounts tied to controversial figures as signs of a more permissive stance. Legal actions involving advertiser groups have also emerged, with opposing sides presenting divergent views on competition and market dynamics.
