A leaked sales deck shows Elon Musk's X is promoting brand-safety scores for Grok, its AI chatbot, as it tries to reassure advertisers after a backlash over sexualized images generated on the platform. Business Insider Africa reported on the leaked presentation.

The deck, according to the report, positions Grok's brand-safety metrics as a selling point in conversations with advertisers. The push comes after public criticism of the platform tied to sexually explicit AI-generated images, which put renewed pressure on X's already fragile advertising relationships.

Why does this matter for advertisers?

X has spent much of the Musk era fighting advertiser churn. Brand-safety concerns have repeatedly driven brands to pause or cut spend on the platform, and AI-generated content has now added a new layer to that problem. When an AI tool available on the platform can produce explicit or offensive imagery, advertisers want evidence — not assurances — that their campaigns will not appear next to it.

That appears to be the function of the leaked deck: packaging Grok's brand-safety scores into a concrete metric that media buyers can weigh. Publishing such figures would mark a shift from X's earlier posture, which has leaned heavily on rhetoric about free expression while ad revenue slid.

What do we know about the deck?

Details from the report remain limited. What is confirmed:

• The document is a sales deck, circulated as part of X's advertising pitch.
• It promotes brand-safety scores associated with Grok.
• The push follows a backlash over sexualized images linked to the platform's AI tools.
• Business Insider Africa obtained and reported on the deck.

Neither X nor xAI has publicly confirmed the contents of the presentation at the time of the report.

What's the context?

Grok is the AI chatbot built by Musk's xAI and integrated into X. Since Musk acquired the platform, advertisers have repeatedly flagged content-moderation and brand-safety risks, and several major brands have paused spending over specific controversies.

The sexualized-images episode is the latest flashpoint. AI image generation has made it technically trivial to produce explicit content, and platforms that host generative tools face a straightforward question from advertisers: can you guarantee our ads stay away from it?

A brand-safety score is one way to answer that question with numbers rather than promises. Whether X's figures will hold up under third-party scrutiny is the open question. Advertisers and independent measurement firms — not vendor-published decks — have historically set the standard for what counts as brand-safe inventory.

What happens next?

Watch for two things. First, whether X publishes the Grok brand-safety methodology or keeps the figures inside sales conversations — transparency would carry more weight with media buyers than a leaked slide. Second, whether independent verification partners sign off on the metrics; advertisers have pushed for exactly that kind of audit across the industry.

For now, the deck signals where X's commercial priorities sit: rebuilding advertiser trust with quantified safety claims after an AI content scandal. The numbers in the leaked presentation, and who validates them, will decide whether that pitch lands.