xAI, the artificial intelligence company led by Elon Musk, announced the release of Grok 4 with a livestream event held on July 10, 2025, at 8 PM Pacific Time. The launch was widely promoted across various time zones, including Mountain, Central, Eastern, British Summer Time, Central European Summer Time, Indian Standard Time, Singapore Time, and Australian Eastern Standard Time. Following the release, xAI introduced a new feature called "Imagine," which enables users to generate images and videos through the Grok app. The company has opened a waitlist for the beta version of this video generation capability, allowing subscribers to access the feature. Elon Musk described Grok Imagine as "super fun," and the feature has been highlighted for its ability to create videos quickly and engagingly.