Elon Musk’s X is promoting itself to potential advertisers with a new deck that underlines its commitment to brand safety, according to the leaked deck shared with Business Insider.
It comes after the AI chatbot shared “deepfake” sexualized images of women and children — a practice it stopped in late January after a backlash. The company said it would no longer generate AI images of real people in sexualized clothing.
The deck shows X is also promoting its use of “blocklists.” A blocklist is a list of sites or accounts that advertisers explicitly prevent their ads from appearing on. In the past, Musk’s X has taken legal action against advertisers who have used such tools to safeguard their ad placements.
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In the deck, X said it had achieved a nearly 100% perfect “brand safe” or suitable scores using Grok, as measured by tech companies IAS and DoubleVerify.
It mentions ways it uses Grok to review posts and users’ profiles for brand suitability. For instance, if a user regularly posts about sensitive topics, the system can block ads from appearing alongside that user. X said it can target up to 4,000 keywords and 2,000 author handles this way.
The deck also promotes X as a place for brands to manage crises in real time.
X didn’t comment on the deck when reached by Business Insider.
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The deck was shared at an event for clients and agencies on February 26. The 2026 Brand Suitability Webinar was billed as “empowering brands with new tools for safety & reach on X.”
It’s unclear if X’s newest charm offense will sway advertisers.
X is one of the smallest social media platforms by ad spending, with EMARKETER estimating it has less than 1% of worldwide digital ad revenue. It has an outsized influence because of its use by public figures and as a news channel.
Since Elon Musk bought X, formerly known as Twitter, in 2022, its relationship with advertisers has been fraught, with Musk publicly criticizing advertisers that cut or limited advertising on the platform.
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Advertisers left en masse after Musk’s acquisition. EMARKETER estimated its revenue would reach $2.2 billion in 2026, below its pre-acquisition level of $4.5 billion.
In 2023, Musk lashed out at advertisers, using an expletive on stage at an event directed toward those who had left.
And X is suing an advertiser trade group, alleging that its members conspired to boycott the platform in contravention of antitrust laws. The group denied it violated antitrust laws. The case is pending, with the last filing occurring on February 19.
X has also been criticized for loosening moderation and account-verification rules and for reinstating some banned accounts of provocative figures.
