X, the social media platform formerly known as Twitter, has restricted access to Grok’s image-generation feature to paying subscribers only, following intense global criticism over how the tool was being used.
The decision comes after widespread outrage from users, civil society groups and technology watchdogs, who accused the artificial intelligence system of enabling the creation of inappropriate and sexualised images, including content involving women and minors. Critics argued that the feature lacked adequate safeguards and moderation controls, raising serious ethical and legal concerns.
Grok is developed by xAI, the artificial intelligence company founded by Elon Musk, and is integrated directly into X. The image-generation tool was introduced as part of efforts to compete with other generative AI platforms such as OpenAI’s DALL·E and Google’s Imagen. However, shortly after its rollout, screenshots and reports began circulating online showing that the system could be prompted to produce highly problematic content.
In response, X quietly moved to limit the feature to paying subscribers, including users on X Premium and higher-tier plans. While the company has not issued a detailed public statement explaining the change, the restriction is widely seen as an attempt to reduce misuse, slow viral spread, and regain control amid mounting scrutiny.
Technology policy experts say the move reflects growing pressure on AI developers to balance innovation with responsibility. Regulators in Europe and North America have already been tightening oversight of generative AI, particularly where tools can be misused to produce harmful or exploitative content. The European Union’s AI Act, for example, places strict obligations on developers to mitigate risks linked to fundamental rights and child protection.
The controversy also adds to ongoing concerns about content moderation on X since Musk’s takeover. The platform has faced repeated criticism over reduced moderation staff, looser enforcement of safety policies, and an increase in harmful or misleading content. Restricting Grok’s image tool to paying users may reduce scale, but experts argue it does not address deeper issues around model training, guardrails, and accountability.
For xAI, the backlash is an early stress test. As competition in the AI sector intensifies and valuations soar, public trust and regulatory compliance are becoming just as critical as technical capability. How the company strengthens safeguards around Grok in the coming months is likely to shape its credibility in a rapidly tightening global AI governance landscape.
xAI raises US$20bn in Series E funding to scale Grok and expand AI infrastructure
