Amid ongoing turmoil, X is looking for advertisers for Grok.
Over the weekend, as Adweek reported on the commitments OpenAI is seeking from advertisers for ChatGPT ad campaigns, X seized the moment to spotlight its own AI platform, Grok, and effectively put out a call for interested advertisers.
Here are some of the posts on X:
That outreach is happening at the same time Grok is facing a significant controversy involving the AI nonconsensually generating explicit images of women — and, according to some reports, children. This week, X’s Paris office was reportedly raided as part of an investigation into the issue. International regulators have moved quickly in response.
Why This Matters:
Advertiser safety concerns around X have been a recurring issue for years. In 2023, for example, Elon Musk famously told advertisers to “go f— yourself.”
After Musk played a role in Donald Trump’s election win, it seemed inevitable that the relationship with advertisers would reset — and to some extent, it did. Some major brands began spending on X again, though it’s unclear at what levels. For a moment, it felt like the platform had turned a corner.
This latest situation complicates that narrative. It’s not clear whether ads are currently appearing within Grok responses or alongside prompts. Based on what we’ve seen, they do not appear to be — and Grok is a paid service. Ads adjacent to Grok content may still be possible, but there’s no clear evidence they’re live today. Still, trying to court advertisers while headlines focus on office raids and alleged CSAM-related issues is, at best, an uphill battle.
Experts React:
A number of adtech companies seemed eager at the prospect of advertising with or alongside Grok:
Our Take:
X has a tough road ahead. Grok is a powerful tool in many respects — particularly for image generation, where it’s fast and high quality. But advertisers remain highly sensitive to issues involving nonconsensual imagery and any content tied to children. Until those concerns are clearly addressed, skepticism will linger.
Keep in mind, this isn’t necessarily new for Grok. Last year, for example, Grok, went off the rails, publishing a series of disturbing posts that included references to rape fantasies and antisemitic content—including one that appeared to celebrate Adolf Hitler. It is unclear, however, whether any of that scared off brands.
