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 adequate systems in place to prevent the creation and dissemination of AI-generated sexual content, particularly deepfakes, in violation of the Online Safety Act.

The Online Safety Act, which came into effect earlier this year, places a legal duty of care on social media platforms to protect users from illegal and harmful content. Ofcom has the power to fine companies up to 10% of their global turnover for breaches of the Act. This marks one of the first major investigations under the new legislation focusing specifically on AI-generated content.

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 utilizes sophisticated artificial intelligence algorithms, specifically deep neural networks, to convincingly swap faces or manipulate audio and video content. While deepfakes have legitimate uses, such as in film production and artistic expression, they also pose significant risks, including the creation of non-consensual pornography, the spread of disinformation, and the potential for reputational damage.

"Protecting users from illegal and harmful content online is our top priority," an Ofcom spokesperson stated. "We are investigating X to assess whether they are meeting their obligations under the Online Safety Act to prevent the spread of AI-generated sexual deepfakes. This is a novel and rapidly evolving area, and we need to ensure that platforms are taking appropriate steps to protect their users."

X has not yet released an official statement regarding the investigation. However, Elon Musk has previously stated his commitment to combating the misuse of AI on the platform. Grok, X's AI chatbot, was launched late last year and is designed to answer questions in a conversational and sometimes humorous manner. However, concerns have been raised about its potential to be exploited for malicious purposes, including the generation of harmful content.

Experts in AI ethics and online safety have welcomed Ofcom's investigation. "This is a crucial step in holding social media platforms accountable for the content that is generated and shared on their sites," said Dr. Emily Carter, a researcher at the Oxford Internet Institute specializing in AI governance. "The rapid advancement of AI technology requires proactive regulation to mitigate the risks of misuse, particularly in the context of deepfakes and non-consensual imagery."

The investigation will likely involve a thorough assessment of X's content moderation policies, its AI detection capabilities, and its procedures for responding to reports of harmful content. Ofcom will also examine the measures X has in place to prevent the creation and dissemination of deepfakes by Grok. The outcome of the investigation could have significant implications for the future of AI regulation and the responsibilities of social media platforms in the age of synthetic media. Ofcom is expected to provide an update on its findings in the coming months.