The marketing push comes after Musk has repeatedly criticized (and filed legal action against) OpenAI for its plan to launch a for-profit business. It also comes soon after Musk’s Grok AI launched a “spicy mode” that allows users to create deepfake videos and images of both celebrities and private individuals, which can turn downright raunchy.

X owner Elon Musk told advertisers in a live discussion on Wednesday that the platform plans to introduce ads in Grok’s responses, as reported by the Financial Times. The move would help power X’s struggling ads business following the departure of former CEO Linda Yaccarino.