Elon Musk’s artificial intelligence company, xAI, is facing expanding legal scrutiny after additional individuals came forward to pursue action over alleged abusive and non-consensual content produced by its Grok AI system.

The development follows a test case initiated by United Kingdom Labour MP Jess Asato, who has taken legal action against the firm over the generation of sexually explicit and degrading fake images involving her likeness.

Asato alleges that the AI tool created manipulated content depicting her in a bikini, as well as a fabricated video suggesting she was “being chloroformed and prepared for a sexual assault.”

Following media coverage of the case, several new complainants reportedly contacted Asato’s legal representatives seeking to join similar claims.
According to the legal director at law firm AWO, Ravi Naik, the firm is already representing multiple individuals pursuing action against xAI over what they describe as harmful and non-consensual AI-generated material.

Naik further stated that some claimants had previously faced difficulties getting the content removed through platform channels, including X, before engaging legal support.

“This is the test case on liability for AI developers. Just as if you’re an architect and build a building, you have liability for that architecture,” Naik said of the claim he has lodged on Asato’s behalf at the high court in London. “Those that build and deploy AI models make design choices about how these models operate. This will be the case that looks at liability for decisions in those design choices.”

The claim alleges that xAI breached data protection laws and infringed Asato’s privacy by enabling the generation of the images in question.

Researchers reported that a “bikinification” trend went viral on Musk’s platform in January, during which Grok is said to have produced around three million sexualised images in under two weeks.

They described the system as having evolved into what they called an “industrial-scale machine for the production of sexual abuse material.”

The tool reportedly allowed users to manipulate real people’s online images using prompts such as “put her in a bikini” or “remove her clothes.”

In response, Musk’s company later placed the feature behind a paywall and restricted the chatbot’s ability to generate sexualised content based on user prompts.

Asato said the legal action is intended to establish that “AI companies are responsible for the design choices that they make when they launch their products.”