xAI shipped Grok Imagine 1.0 today, bringing 720p video generation to its platform. The system produces 10-second clips with native audio and improved lip-sync, powered by xAI's Aurora and Grok Spicy models.
The scale is notable: 1.245 billion videos generated in the past 30 days. That's production volume, not a beta test. The platform supports text-to-video, image-to-video, and editing via API and Python SDK, with resolution options at 720p and 480p.
The access model is creating friction. Premium users get approximately 10 720p videos per day. Drop to 480p and that quota jumps to 200. Failed generations count against your daily limit. For enterprise teams evaluating production workflows, those constraints matter. xAI hasn't published enterprise volume pricing yet.
The tech foundation is solid - xAI acquired Hotshot in March 2025 specifically for video capabilities. The platform emphasizes consistent motion, cinematic controls (panning, zooming), and low-latency iteration. Early benchmarks praise the instruction-following and cost-latency balance compared to competitors like Runway ML.
What this means in practice: If you're a content team producing at scale, the daily limits and premium gates will force either workflow changes or API integration. The Python client supports batch processing, but rate limits apply. For enterprise architects evaluating AI video generation, ask about:
- Actual throughput under load
- Failed generation policies
- Enterprise SLA terms
- API pricing beyond free tier
The technology works. The question is whether the access model matches enterprise production needs or if this is still optimized for individual creators. xAI's track record suggests they'll iterate based on usage patterns, but CTOs planning 2026 content strategies should test constraints against real workloads before committing.
Worth noting: This builds on xAI's December rollout of shorter clips. The 720p upgrade and native audio are genuine improvements, not just marketing refreshes. The competition - Runway, Midjourney's upcoming video tools - will respond. We'll see if enterprise pricing appears before Q2.