xAI launched Grok Business and Grok Enterprise, new tiers of its AI assistant designed for organizational use, amid controversy surrounding non-consensual deepfakes generated using the platform's image creation capabilities. The new offerings provide scalable access to xAI's most advanced models, including Grok 3, Grok 4, and Grok 4 Heavy, with features aimed at enterprise security and privacy.

Grok Business, priced at $30 per seat per month, targets smaller organizations, while Grok Enterprise offers a premium isolation layer called Enterprise Vault, alongside administrative controls and privacy guarantees. According to xAI, these features are intended to provide a secure environment for businesses to leverage the power of AI.

However, the launch is overshadowed by concerns regarding the public-facing version of Grok, which has been implicated in the creation and dissemination of non-consensual, AI-generated image manipulations, particularly involving women, influencers, and minors. This has led to public backlash and regulatory scrutiny, raising questions about xAI's ability to implement adequate safeguards.

The controversy highlights the potential risks associated with generative AI technology. Deepfakes, or AI-generated media that convincingly portrays someone doing or saying something they did not, can be used for malicious purposes, including defamation, harassment, and the spread of misinformation. The ease with which these images can be created and disseminated raises significant ethical and legal challenges.

Carl Franzen of VentureBeat reported that the incident has sparked debate about the responsibility of AI developers to prevent misuse of their technology. "It wouldn't be a new xAI launch without another avoidable controversy detracting from powerful and potentially helpful new features for enterprises," Franzen wrote.

The incident underscores the need for robust safeguards and ethical guidelines in the development and deployment of AI. Experts suggest that AI companies should implement stricter content moderation policies, develop tools to detect and flag deepfakes, and work with policymakers to establish clear legal frameworks.

The launch of Grok Business and Grok Enterprise represents xAI's attempt to expand its reach into the enterprise market. The success of these offerings will likely depend on the company's ability to address the concerns surrounding the misuse of its technology and demonstrate a commitment to ethical AI development. The regulatory scrutiny and public perception of xAI's handling of the deepfake controversy will likely influence the adoption rate of its enterprise solutions. The company has not yet released a statement regarding specific steps it will take to address the concerns.