Hajra Naz
Elon Musk and his xAI team are putting heavy focus on getting more people to try Grok’s latest features. The most talked-about update is “Imagine,” a text-to-video tool that’s now available for free to U.S. users for a short period. Normally, this feature is reserved for X Premium and Grok subscribers.
The push comes after last week’s launch of Imagine for paying members. Elon has been sharing his AI-generated videos to highlight what the tool can do, calling it one of the fastest and most entertaining video generators available. There’s also a plan to create a dedicated feed in the app for the best Imagine creations, which ties back to Elon’s earlier comment about bringing Vine “back in AI form.” While Vine itself isn’t returning, X wants to give these AI videos a prominent place in the platform.
On top of that, X now lets users animate still images with Grok directly inside posts. You can pick any image in the app, select “Make video with Grok,” and watch it come to life. This type of image-to-video conversion isn’t unique—Instagram is developing a similar option for its Edits app, TikTok launched “AI Alive” in some markets in May, and YouTube has its version. But having the feature built directly into X could encourage more people to test it out.
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Grok Imagine is also on its way to the web, which will make it accessible outside the mobile app. Meanwhile, Musk has hinted at another project in development: a video game creation tool powered by Grok, designed to make building playable games much simpler.
Another upgrade for Grok 4 includes handling large PDF files with more accuracy. The tool can now process documents hundreds of pages long, with better recognition of the content inside.
Beyond Grok, xAI has launched a new male companion app called Valentine, adding to its growing list of AI-powered offerings.
While some of these tools are available for free, many are tied to X’s paid subscriptions. The broader strategy is clear: attract more paying customers to fund ongoing AI development and, eventually, turn these tools into a profitable part of the business.
Exactly how xAI will make significant revenue from these features is still uncertain. Potential paths include government contracts and evolving subscription packages. For now, the big question is whether text-to-video will become as popular among users as Elon and his team hope.
