Maya Jama has publicly taken a stand against Elon Musk’s social media platform X after online trolls allegedly used an AI-powered tool to generate sexualised images of her without consent.
The Love Island host, one of the UK’s most recognisable TV personalities, has condemned the practice as “scary” and warned that the misuse of artificial intelligence is rapidly making the internet a more dangerous place.
The controversy centres on Grok, an AI chatbot developed by xAI and integrated into X.
In recent days, Grok has faced mounting criticism worldwide amid concerns that it can be prompted to assist with the creation of non-consensual, sexually explicit images.
Maya Jama, 31, is among the public figures whose likeness has reportedly been targeted by users attempting to manipulate or “undress” images using AI-generated prompts.
According to reports circulating online, users submitted requests asking the bot to sexualise images of the presenter, including prompts to alter her clothing, place her in bikinis or latex outfits, or turn an existing photo into an explicit adult scenario.
While these images are not real, the impact on those targeted can be deeply personal and distressing.
Taking to X herself, Maya made it unequivocally clear that she does not consent to her images being used, edited, or manipulated in any form by AI tools or third parties.
In a direct message to the chatbot, she wrote that she does not authorise Grok to “take, modify, or edit any photo” of her, whether from the past or future posts, and asked that any such requests be refused.
She also spoke candidly about the emotional toll of such incidents, explaining that while she hopes people can tell the difference between genuine photos and AI-generated deepfakes, the situation remains unsettling.
Maya referenced a previous experience in which doctored images of her were circulated online years ago, noting that she only became aware of them after her mother contacted her in concern.
Her message resonated with many, highlighting how the spread of manipulated images can affect not only public figures but also their families.
Support quickly poured in from fans and fellow users, many condemning the behaviour of those making the requests and calling for stronger safeguards around AI tools.
In response to Maya’s post, Grok appeared to acknowledge her request, stating that it respected her wishes and would not modify or edit her photos.
The chatbot later declined additional user prompts involving her image, citing respect for her expressed refusal.
However, the incident has prompted broader regulatory scrutiny. UK media regulator Ofcom confirmed it has made “urgent contact” with X and xAI following widespread concern that Grok could be used to generate illegal or harmful content.
Under UK law, the creation or distribution of non-consensual intimate images — including AI-generated deepfakes — is a criminal offence.
An Ofcom spokesperson said the regulator is treating the issue with urgency, particularly where there are risks of illegal content or harm to children.
Ofcom is seeking clarification on what measures X and xAI have in place to comply with UK online safety laws and has indicated that a swift assessment will follow to determine whether a formal investigation is warranted.
Elon Musk has previously stated that users who generate illegal content using Grok will face the same consequences as if they uploaded such material directly.
X’s Safety team has also reiterated that the platform takes action against illegal content, including removing material, suspending accounts, and cooperating with law enforcement where necessary.
The issue has also reached the political arena. Home Office Minister Sarah Jones told MPs that the government is taking the matter “very seriously,” reflecting growing concern among lawmakers about the misuse of AI and the speed at which technology is outpacing regulation.
Maya Jama’s decision to speak out has reignited an important debate about consent, digital identity, and accountability in the age of artificial intelligence.
While AI tools continue to evolve, her case underscores the urgent need for robust safeguards to protect individuals — celebrities and private citizens alike — from having their likeness exploited online.