Italy’s data protection authority on Thursday issued a warning to users and providers of artificial intelligence tools — including Grok, the chatbot developed by Elon Musk’s AI venture — over the risks of generating deepfake content using real images or voices without consent.
The warning comes amid growing scrutiny across Europe of AI platforms accused of enabling the creation and spread of non-consensual sexualised imagery. EU policymakers and regulators have been pushing for tougher enforcement of existing data protection and digital services rules as generative AI tools become more widely available.
Italy’s privacy watchdog said it is coordinating with Irish Data Protection Commission, which acts as the lead EU regulator for X because the company’s European operations are based in Ireland. The Italian authority said it reserves the right to take further action if necessary.
According to the regulator, AI services that allow users to create or share content derived from real images or voices — including tools that digitally “undress” individuals — could constitute serious violations of privacy and, in some cases, criminal offences under European Union law.
The watchdog urged AI providers to implement strong technical and organisational safeguards to prevent misuse of their systems and to ensure that personal data and likenesses are not exploited without consent.
The warning adds to mounting pressure on AI developers and social media platforms to address the risks posed by deepfake technology, particularly as regulators seek to balance innovation with the protection of fundamental rights.
