In a brand new 44-slide pitch deck, obtained completely by ADWEEK, X is as soon as once more pitching itself as a extremely secure setting for advertisers. The slides promote varied instruments for transparency, marketing campaign measurement, and model security that debuted between 2022 and 2025. X introduced the deck to brand- and agency-side advertisers final week, in line with a supply aware of the matter. 

These embody key phrase controls, blocklists, in addition to partnerships with main media high quality companies DoubleVerify, Integral Advert Science (IAS), and Reliable Accountability Group. 

Notably, the deck positions Grok—the AI chatbot operated by X’s guardian firm xAI and built-in natively into X—as a cornerstone of the app’s model security and suitability mission. One slide claims Grok offers “enhanced contextual understanding of posts”; the flexibility to “establish delicate matters primarily based off of cultural traits on X”; and “superior textual content recognition throughout content material codecs together with pictures with oddly-sized or distorted textual content.” 

However all through the previous yr, Grok has not solely failed to make sure model security however in some cases disseminated the very content material that manufacturers deem most unsafe. In January, customers prompted Grok en masse to flood X with sexually specific nonconsensual deepfake pictures of actual customers. Round 6,700 such pictures appeared hourly throughout one 24-hour observational interval, tallied by deepfake researcher Genevieve Oh. Now, that incident is the topic of varied regulatory investigations throughout the globe. Six months earlier, Grok had spewed violent and antisemitic content on the social platform, producing rape fantasies and calling itself ‘MechaHitler.’ 

The corporate says within the doc that it’s “deeply dedicated to security for all.” 

Within the new pitch deck, X claims Grok “exceeds trade benchmarks” for model security, with an “common model security rating” above 99.99% in line with IAS and DoubleVerify, although particulars about these methodologies weren’t shared. In 2024, DoubleVerify publicly said that X’s model security fee is 99.99%—a determine that referred to not the share of content material that’s brand-safe on X, however to the speed of effectiveness of X’s proprietary model security programs on the time. Nevertheless, the speed was by no means introduced as a illustration of Grok’s capabilities.

“This webinar session and deck have been a part of our ongoing proactive communication with shoppers. Transparency and management are the core tenants,” mentioned a spokesperson for X.

DoubleVerify declined to remark. IAS declined to share specifics about its methodology however directed readers to study extra about its work with X in a blog post on its website. That publish consists of no point out of Grok.

The deck spotlights varied different merchandise and instruments designed to present advertisers larger management over their placements and to guarantee them that content material on X is being successfully moderated.