Elon Musk’s xAI Takes Video Generation to the Next Level as it Launches Grok Imagine

Elon Musk’s xAI has introduced a major expansion to its Grok platform just days after launching Grok 4. The latest update adds a video generation tool named Imagine, marking Grok’s transition from a chatbot to a multimedia creation suite.

Built on the proprietary Aurora engine, Imagine allows users to produce full videos, including synchronized audio, using only a text prompt or an image. Available in beta from July 28, the tool currently serves only SuperGrok subscribers, who pay $30 monthly.

Others can join a waitlist via the Grok app. The tool also integrates technology from Hotshot, a video AI startup xAI quietly acquired in March. Though still in early stages, Musk shared demo clips on X and acknowledged there are bugs the team is addressing. The goal is clear: xAI wants Grok to be a platform for creative expression, not just conversation.

xAI Introduces Valentine and Ani

To enhance user engagement, xAI has rolled out two digital AI personas, Valentine and Ani. Valentine is modeled after fictional heartthrobs like Edward Cullen and Christian Grey, offering emotionally intelligent, alluring interactions.

Ani, on the other hand, is an anime-inspired 3D avatar with expressive gestures like twirls and floating hearts. She includes a “relationship meter” that shifts based on user interaction, adding a gamified experience. Originally limited to SuperGrok users, both characters are now available to all iOS users of the app.

These AI companions are more than animated faces, they use emotion recognition and memory for responsive, real-time engagement, blurring the lines between entertainment, companionship, and social experiment.

Controversy and Expansion Plans

Despite the innovation, xAI’s new features have stirred criticism. Recently, Grok faced backlash over antisemitic content, which xAI attributed to outdated training data.

More controversy followed with the revelation of Ani’s NSFW mode, which includes risqué visual elements unlocked by specific prompts. Given the app’s 12+ rating, watchdog groups expressed concern over inappropriate access. In response, xAI added age verification to restrict the mode, though debate continues. Meanwhile, the company is charging forward with big ambitions.

With a $200 million contract from the U.S. Department of Defense and plans for a coding assistant in August and a multimodal agent in September, xAI is positioning Grok as a powerful AI hub. It’s also recruiting developers for a new Waifu project, offering salaries up to $440,000, further signaling interest in emotionally responsive avatars.

From experimental AI to content engine and emotional companion, Grok is rapidly evolving. Whether it can outperform competitors like Google’s Veo or simply provoke more scrutiny remains to be seen. For now, xAI is betting on a future where artificial intelligence doesn’t just think, but also entertains, creates, and connects.