{"id":116917,"date":"2026-03-03T01:16:39","date_gmt":"2026-03-03T01:16:39","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2026\/03\/03\/a-new-pitch-deck-reveals-x-is-using-grok-to-sell-brand-safety\/"},"modified":"2026-03-03T01:17:36","modified_gmt":"2026-03-03T01:17:36","slug":"a-new-pitch-deck-reveals-x-is-using-grok-to-sell-brand-safety","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2026\/03\/03\/a-new-pitch-deck-reveals-x-is-using-grok-to-sell-brand-safety\/","title":{"rendered":"A New Pitch Deck Reveals X Is Using Grok to Sell Brand Safety"},"content":{"rendered":"

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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.\u00a0<\/p>\n

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.\u00a0<\/p>\n

Notably, the deck positions Grok\u2014the AI chatbot operated by X\u2019s guardian firm xAI and built-in natively into X\u2014as a cornerstone of the app\u2019s model security and suitability mission. One slide claims Grok offers \u201cenhanced contextual understanding of posts\u201d; the flexibility to \u201cestablish delicate matters primarily based off of cultural traits on X\u201d; and \u201csuperior textual content recognition throughout content material codecs together with pictures with oddly-sized or distorted textual content.\u201d\u00a0<\/p>\n

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<\/a> 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<\/a> on the social platform, producing rape fantasies and calling itself \u2018MechaHitler.\u2019\u00a0<\/p>\n

The corporate says within the doc that it’s \u201cdeeply dedicated to security for all.\u201d\u00a0<\/p>\n

Within the new pitch deck, X claims Grok \u201cexceeds trade benchmarks\u201d for model security, with an \u201ccommon model security rating\u201d above 99.99% in line with IAS and DoubleVerify, although particulars about these methodologies weren’t shared. In 2024, DoubleVerify publicly said<\/a> that X\u2019s model security fee is 99.99%\u2014a determine that referred to not the share of content material that’s brand-safe on X, however to the speed of effectiveness of X\u2019s proprietary model security programs on the time. Nevertheless, the speed was by no means introduced as a illustration of Grok\u2019s capabilities.<\/p>\n

\u201cThis webinar session and deck have been a part of our ongoing proactive communication with shoppers. Transparency and management are the core tenants,\u201d mentioned a spokesperson for X. <\/p>\n

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<\/a>. That publish consists of no point out of Grok.<\/p>\n

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. <\/p>\n

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A good portion is devoted to highlighting Neighborhood Notes, X\u2019s crowd-sourced fact-checking characteristic, which permits customers so as to add related context to posts which will embody misinformation. Customers are 80% extra more likely to delete a publish if it receives a Neighborhood Word, in line with analysis from Sorbonne Universit\u00e9 Paris, Cornell College, and College of Washington. Now, X says it’s piloting a brand new program that enables AI instruments to suggest Neighborhood Notes known as the AI Word Writers API.<\/p>\n

An appendix to the doc additionally makes particular suggestions for the controls that advertisers ought to contemplate making use of to completely different sorts of advert buys on X. For instance, the corporate suggests making use of pre-bid adjacency controls and \u201crestricted\u201d sensitivity settings for timeline, profile, reply, search, and vertical video advertisements.<\/p>\n

X\u2019s promoting enterprise has suffered substantive losses since Elon Musk\u2019s $44 billion acquisition of the platform in late 2022, largely as a result of model security issues. Upon his takeover, Musk aggressively reduce headcount, flipped the blue check-based id verification system on its head, and loosened the app\u2019s content material moderation insurance policies. The upheaval spurred a mass exodus of advertisers, lots of whom didn’t need to threat their messages showing subsequent to controversial content material.\u00a0<\/p>\n

Although many main advertisers, together with IBM, Disney, and Apple, have since returned<\/a> to the platform, X\u2019s complete 2025 advert revenues, in line with estimates from Emarketer, reached simply $1.25 billion\u2014roughly half the $2.43 billion it tallied in 2021 earlier than Musk\u2019s takeover.<\/p>\n

In January, X elevated Monique Pintarelli to international head of promoting at xAI, a part of its push to get better these misplaced revenues.\u00a0In conversation with ADWEEK earlier this year<\/a>, Pintarelli mentioned X is targeted on \u201chow we are able to create person experiences on the platform that may also be useful for the promoting group.\u201d<\/p>\n

See the complete pitch deck under.\u00a0<\/p>\n

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