Ofcom, the UK's communications regulator, has launched an investigation into Elon Musk's social media platform X, formerly known as Twitter, following concerns about the proliferation of sexually explicit deepfakes generated by Grok, X's artificial intelligence chatbot. The investigation, announced Wednesday, centers on whether X has adequately protected its users, particularly children, from harmful content generated by the AI tool.

The probe will examine X's compliance with the Online Safety Act, which places a legal duty of care on platforms to protect users from illegal and harmful content. Ofcom will specifically assess the effectiveness of X's systems and processes for identifying and removing AI-generated sexual deepfakes, as well as its measures to prevent users from being exposed to such material.

Deepfakes, a portmanteau of "deep learning" and "fake," are synthetic media in which a person in an existing image or video is replaced with someone else's likeness. This technology, powered by sophisticated AI algorithms, can be used to create realistic but entirely fabricated content. While deepfakes have various potential applications, including entertainment and education, they also pose significant risks, particularly when used to create non-consensual pornography or spread disinformation. The relative ease with which convincing deepfakes can now be created and disseminated has raised serious concerns about their potential to cause harm to individuals and society.

"Protecting children online is non-negotiable, and the Online Safety Act gives us the tools to hold platforms to account," an Ofcom spokesperson said in a statement. "We are investigating X to ensure they are taking the necessary steps to prevent the spread of harmful AI-generated content."

X has not yet released an official statement regarding the Ofcom investigation. However, Elon Musk has previously stated that X is committed to combating the spread of harmful content on its platform and is actively working to improve its content moderation systems.

This investigation comes amid growing global scrutiny of the potential harms associated with AI-generated content. Governments and regulatory bodies around the world are grappling with how to regulate this rapidly evolving technology while fostering innovation. The European Union, for example, is finalizing its AI Act, which will establish a comprehensive legal framework for AI development and deployment.

The outcome of Ofcom's investigation could have significant implications for X and other social media platforms that are increasingly incorporating AI into their services. If Ofcom finds that X has failed to adequately protect its users from harmful AI-generated content, it could face substantial fines and be required to implement stricter content moderation measures. The investigation is ongoing, and Ofcom is expected to provide an update on its findings in the coming months.