On August 5, 2026, Elon Musk posted two demos of Imagine, xAI's AI image and video generation product, showcasing photorealistic artwork and pitching it as a way to "bring any idea to life." The posts received over a million combined views within hours. Imagine, also known as Grok Imagine, is xAI's multimodal creative generation platform that produces photorealistic images and short videos from text prompts and supports editing existing images and videos. An early version arrived in the Grok iOS app in August 2025, initially limited to SuperGrok and Premium+ subscribers before expanding to Android. The Grok Imagine API launched on January 28, 2026. Imagine is powered by xAI's proprietary Aurora and Flux models, with Aurora handling core generation and Flux contributing to output quality. As of July 2026, Imagine is available to X Premium subscribers at no additional cost, while free-tier access was discontinued in January 2026. Developers can access it via the Grok Imagine API. The launch signals xAI's push into creative AI tooling, embedding Imagine inside the X ecosystem to capture both consumer creators and developers.