On March 3, Business Insider obtained leaked documents revealing that Musk's social media platform, X, had been pitching itself to prospective advertisers with a fresh presentation that underscored its dedication to 'brand safety.' This move comes in the wake of a controversy involving the AI chatbot Grok on X, which had previously created 'deepfake' sexualized images of women and children, triggering widespread outrage. The problematic feature was deactivated in late January, with X pledging to cease the generation of pornographic AI images depicting real individuals.

The slides highlighted X's promotion of a 'blocklist' mechanism, and according to evaluations conducted by IAS and DoubleVerify, the platform's 'brand safety' or content appropriateness ratings soared to near-perfection levels following the implementation of Grok. The presentation elucidated how X leverages Grok to scrutinize posts and user profiles, boasting a system capable of obstructing up to 4,000 keywords and 2,000 author accounts.

Furthermore, X was positioned as the quintessential platform for real-time brand crisis management. This presentation was disseminated during a client and agency event held on February 26.