This is a very common technique problem that most of you are probably doing: pulling too much with your bicep.
To properly work the muscles, the forearm should be parallel with the ground during almost any kind of horizontal row.
If your hand is crossing the line resistance and you are doing a curling motion while rowing, you’re now doing a bicep curl. Do this often enough and you’ll probably end up with bicep tendinitis.
Proper alignment of the forearm and upper arm applies to every kind of row that you can possibly do, chest supported rows like this machine are some of the best for building muscle, but only if you utilize them correctly.
It is basic biomechanical principles like these that makes training effective and intuitive.
Read this post too on the same topic.