Grok Imagine, the flashy AI-powered tool from Musk’s xAI, has just gone free for users across the globe—sparking excitement and raising eyebrows in equal measure. Previously a premium feature for iOS and high-tier subscribers, the app can now be accessed by anyone on both iOS and Android—for a limited time, according to Musk himself.
The promise? Superb speed and ease of use. Mash up text, voice inputs, or your own image, tap the “Imagine” tab, and voilà—AI-generated stills or 15-second videos with audio pop up fast. Musk even claims it gives users “superhuman imagination powers.”
Social media is buzzing. One particularly touching example—Musk’s childhood photo made into a lively video—took off online and even earned a playful nod from Elon himself. Meanwhile, his mother, Maye Musk, walked fans through turning static snaps into animated clips with a viral how-to on x (formerly Twitter), to which Elon quipped back enthusiastically.
However, the free rollout isn’t without its pitfalls. Grok’s “Spicy” mode has triggered serious concern, especially after AI-generated footage of Taylor Swift at Coachella included suggestive images—none requested explicitly.
That kind of content has shaken trust and sparked alarms; consumer safety groups are now calling for an urgent FTC inquiry into xAI’s moderation practices and the risks of deepfake abuse.
Beyond the content controversy, the move is also a bold strategic play. With over 44 million images generated via Grok Imagine—and the feature now free—xAI is doubling down to challenge competitors like OpenAI’s GPT‑5.
This isn’t just a tech update—it’s a cultural moment. Grok Imagine has gone from exclusivity to mass creative tool, opening possibilities for video nostalgia, marketing visuals, or just playful experimentation. But with freedom comes responsibility, and the ethical faults in its “Spicy” mode expose a growing need for clearer boundaries in generative AI.