Brands must choose reputation over reach

THE GROK CONTROVERSY exposes a fundamental breach of trust that should alarm every brand on X.

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Without guardrails, it creates an environment where brand safety is impossible. Any brand discovery through Grok is meaningless when your content can be weaponised into explicit material.There is no optimisation strategy for a broken system. Brands must conduct immediate risk audits of their X presence. Until the platform implements stringent safeguards, brands should go silent on X, not just for self-preservation,