Growing concern over artificial intelligence misuse has intensified after several women came forward to describe the humiliation and distress of having their photos digitally altered into sexualised images without consent.
The controversy follows public criticism from Love Island host Maya Jama, who condemned Elon Musk’s AI chatbot Grok after it was allegedly used to manipulate images of real women on social media platform X.
The issue has reignited debate over AI regulation in the UK, with the government now moving toward legislation that would make the creation or request of non-consensual deepfake images of adults a criminal offence.
While sharing such content is already illegal under UK law, ministers say new measures are needed to address how rapidly AI tools can generate and spread harmful material.
According to reporting cited by Reuters, Grok received more than 100 prompts within a ten-minute period asking the system to digitally alter images so subjects appeared to be wearing bikinis.
Critics argue that such requests highlight significant gaps in safeguards, particularly when the technology is embedded directly into a major social media platform.
Maya Jama publicly urged Grok to stop editing images of her, warning that the internet is becoming “scary” and “only getting worse.”
Her intervention encouraged other women to share their experiences, revealing a pattern of harassment that many say feels systematic rather than isolated.
Jessaline Caine, 25, from Woking, said her personal photos were repeatedly targeted by anonymous users who prompted Grok to sexualise them.
Speaking about the experience, she described feeling as though she had lost ownership of her own image.
“Anonymous accounts started using my ordinary photos as test material,” she explained. “They kept prompting the AI to sexualise them, as if it was a game and I was the prop.”
Caine said the situation escalated after she spoke out publicly, drawing more attention from online trolls. She warned that AI tools capable of cloning faces, bodies, or voices fundamentally undermine consent in digital spaces.
“What’s most disturbing is the powerlessness,” she added. “Someone can take a normal photo and turn it into sexual content at scale, then disappear behind anonymity.”
For Daisy Blakemore-Creedon, 20, a local councillor from Peterborough, the discovery was particularly upsetting because her family saw the manipulated images before she did. She said Grok had been used to create “very realistic” bikini images from modest photos she had shared online.
“One image was just a selfie of me in a dress,” she said. “Someone adapted that into a full-body image of me in a bikini.”
Blakemore-Creedon uses X to engage with local residents and believes the misuse of AI could discourage women, especially young women, from participating in public life. She also expressed frustration that not all of the images she reported were removed.
“If people don’t put a stop to this, it’s only going to get worse,” she warned.
Maria Bowtell, 35, from Bridlington, said she initially encountered the trend after posting a New Year photo from a family gathering. At first, she admits she did not grasp the seriousness of the situation.
“I almost took it as a compliment at first,” she said. “But then another image appeared, and another. That’s when it became uncomfortable.”
After asking Grok to identify the accounts making the prompts so she could block them, Bowtell said she was alarmed by how quickly requests escalated in tone. While she does not believe platforms like X should be banned outright, she argues that stricter AI safeguards are essential.
Paula London, 41, a TV pundit based in Marylebone, said manipulated images pose a serious threat to her professional reputation. She described feeling hesitant to post photos online, fearing they could be altered and misrepresented.
“In this day and age, people believe what they see,” she said. “If someone comes across a fake image, they may assume it’s real, and that can have lasting consequences.”
London stressed that non-consensual AI image manipulation goes beyond embarrassment, potentially affecting careers and public trust.
Prime Minister Keir Starmer has condemned the use of AI to create sexualised images as “disgusting” and “completely unacceptable,” backing Ofcom to take action. The government is also considering making it illegal to supply or operate online tools that enable the creation of such content.
Concerns have further intensified following warnings from the Internet Watch Foundation, which claims AI tools have already been used to generate child sexual abuse material. While Elon Musk has said he is not aware of any underage images created by Grok, X has announced that the chatbot will no longer edit images of real people in jurisdictions where it is illegal.
In a statement from its @Safety account, X said it removes illegal content, suspends offending accounts, and cooperates with law enforcement where necessary.
Experts and commentators remain divided over whether responsibility lies primarily with the technology or its users. Some argue that focusing solely on banning tools risks ignoring broader cultural and enforcement issues, while others say platforms must embed stronger protections by design.
What is clear, however, is that the Grok controversy has become a flashpoint in a wider debate about consent, accountability, and the pace at which AI regulation must evolve to protect individuals online.