Grok faces more scrutiny over deepfakes as Irish regulator opens EU privacy investigation

In this photo illustration, the Grok AI app is seen displayed on a smartphone. (Davide Bonaldo/SOPA Images/Shutterstock)

LONDON — Elon Musk’s social media platform X faces a European Union privacy investigation after its Grok AI chatbot started spitting out nonconsensual deepfake images, Ireland’s data privacy regulator said Tuesday.

Ireland’s Data Protection Commission said it notified X on Monday that it was opening the inquiry under the 27-nation EU’s strict data privacy regulations, adding to the scrutiny X is facing in Europe and other parts of the world over Grok’s behaviour.

Grok sparked a global backlash last month after it started granting requests from X users to undress people with its AI image generation and editing capabilities, including putting females in transparent bikinis or revealing clothing. Researchers said some images appeared to include children. The company later introduced some restrictions on Grok, though authorities in Europe weren’t satisfied.

The Irish watchdog said its investigation focuses on the apparent creation and posting on X of “potentially harmful” nonconsensual intimate or sexualized images containing or involving personal data from Europeans, including children.

X did not respond to a request for comment.

Grok was built by Musk’s artificial intelligence company xAI and is available through X, where its responses to user requests are publicly visible for others to see.

The watchdog said the investigation will seek to determine whether X complied with the EU data privacy rules known as GDPR, or General Data Protection Regulation. Under the rules, the Irish regulator takes the lead on enforcing the bloc’s privacy rules because X’s European headquarters is based in Dublin. Violations can result in hefty fines.

The regulator “has been engaging” with X since media reports started circulating weeks earlier about “the alleged ability of X users to prompt the @Grok account on X to generate sexualized images of real people, including children,” Deputy Commissioner Graham Doyle said in a press statement.

Earlier this month, French prosecutors raided X’s Paris offices and summoned billionaire owner Elon Musk for questioning. Meanwhile, the data privacy and media regulators in Britain, which has left the EU, have opened their own investigations into X.

The platform is already facing a separate EU investigation from Brussels over whether it has been complying with the bloc’s digital rulebook for protecting social media users that requires platforms to curb the spread of illegal content such as child sexual abuse material.

Kelvin Chan, The Associated Press