Elon Musk’s AI venture, xAI, has introduced a groundbreaking update to its chatbot Grok, integrating a new image and video generation tool named Imagine. This tool allows users to create AI-generated images and short videos—complete with audio—directly from text prompts.

The feature, currently in limited access for employees and selected influencers, offers users the ability to transform static images into animated, sound-backed video clips. This marks Grok’s official foray into the competitive space of AI video content creation.

“Spicy Mode” Raises Eyebrows

Perhaps the most talked-about element of this release is a new experimental setting called “Spicy Mode.” This feature allows Grok to produce NSFW (Not Safe For Work) content, including sexually suggestive media, partial, and full nudity.

Early internal testers and xAI staff have shared provocative clips generated using Spicy Mode. This has sparked debate about the ethical and legal implications of such capabilities, especially in the context of deepfakes and the potential misuse of explicit AI-generated content.

Regulatory Concerns & Legal Framework

The update has raised legal concerns in light of the Take It Down Act, signed into law in May by former President Donald Trump. This act prohibits the distribution of nonconsensual explicit content, including AI-generated media. As Grok’s content generation power increases, so does scrutiny about its safeguards and content moderation policies.

Grok’s Inspiration: A Vine Revival?

Elon Musk hinted that Grok’s new tool could bring back the spirit of Vine—the iconic six-second video platform shut down in 2017. Testers have already begun sharing short, AI-created videos, such as a cat walking through space or an astronaut exploring an alien planet, showcasing the creative potential of Grok’s tools.

Imagine with @Grok pic.twitter.com/UIay5yNp97

— Elon Musk (@elonmusk) August 4, 2025

Musk emphasized that Imagine is in early beta, focused more on speed and fun rather than perfect realism. Future versions may evolve with advanced rendering, made possible by the expansion of xAI’s supercomputer Colossus, which is expected to grow to over 110,000 GPUs in Memphis.

Previous Grok Controversies

Grok has already faced backlash over vulgar chatbot responses and antisemitic outputs in earlier versions. In response, the official Grok team has confirmed that efforts are underway to remove inappropriate content and fine-tune its moderation capabilities.

Looking Ahead

While Grok Imagine opens the door to impressive AI creativity, it also introduces complex challenges around content regulation, ethical AI use, and platform responsibility. As AI-generated video becomes mainstream, Grok’s approach to managing its controversial “Spicy Mode” will be closely watched by users, regulators, and competitors alike.