Grok has changed the risk-reward equation

GIVEN THE INHERENT value of X, advertisers should treat Grok as a high-risk experimental surface, not a default media channel.

- PRABHU RAM

Usage should be limited to tightly scoped pilots with capped budgets, restricted geographies, and clearly defined exit criteria, while flagship brand equity campaigns continue to run in more controlled environments. This approach requires the strictest available brand-safety settings on X, aggressive blocklists and negative keyword strategies, coordination with third-party verification partners, and o