X has announced that the latest AI model, Grok 4, is now freely accessible to all users worldwide. This move is part of the strategy to generate more interest in the platform's paid AI services.
Grok 4 now accessible without a subscription
The social media platform X has made Grok 4, the latest version of xAI's language model, available to all users. Through the automatic mode, Grok automatically routes complex questions to Grok 4, while users can also manually opt for the "Expert" mode to gain direct access to the advanced model.
xAI claims that Grok 4 achieves the best results in all AI benchmark tests and surpasses the performance of competitors such as OpenAI and Meta. However, independent tests partially dispute these claims. Users can try the model with a limited number of queries per day, after which an X Premium or Grok subscription is required for more extensive use. In addition to Grok 4, X has also temporarily made its "Imagine" text-to-video generator available for free. These moves demonstrate X's intensified focus on AI integration within the main platform.
Business Impact and Monetization Strategy
Free access to Grok 4 represents a significant part of X's monetization strategy. The company is investing substantial amounts in AI development and has an urgent need for immediate revenue to justify these expenses. By allowing users to first experience the capabilities for free, X hopes to sell more subscriptions.
For businesses, this means an opportunity to test advanced AI tools without direct costs. Organizations can evaluate Grok 4's capabilities for content creation, data analysis, and other applications before investing in premium subscriptions.
Practical application for organizations
Companies can strategically leverage the free access to Grok 4 to explore AI applications. The model offers opportunities for marketing content, customer service, and internal communication. Organizations considering the implementation of AI can use this period to assess the added value before reserving budget for full subscriptions.
The temporary free access creates a valuable testing opportunity for companies developing their AI strategy.