X has announced a million-dollar prize competition inviting users to submit Grok-generated video content for its upcoming Super Bowl advertisement. The platform is calling on creators to showcase the capabilities of Grok Imagine 1.0, its newly released video generation engine, with the top three entries earning $1 million, $500,000, and $250,000 respectively.
Grok 1.0 Video Generation Advances
The competition comes after X released Grok Imagine 1.0 last week, marking a significant upgrade in AI video generation capabilities. According to X, the new tool produces better-looking, more consistent, and longer video clips while incorporating audio elements. The platform hopes these improvements will drive more users to subscribe for full access to Grok’s features.
Participants must submit videos 30 seconds or longer that are stylized like traditional Super Bowl advertisements. The content should highlight what makes Grok “powerful, hilarious, truthful, or game-changing.” X has set clear content restrictions, prohibiting political commentary and sexualized content. The competition is open exclusively to U.S. residents with the ability to generate video content using Grok.
Judging Criteria and Strategic Goals
Entries will be judged primarily on Verified Home Timeline impressions, though X retains final approval authority over selected videos. The winning submissions will be featured during the Super Bowl broadcast on February 8, 2026, providing massive exposure to a national audience.
This initiative represents another effort by X to reward creators and boost engagement on its platform. While the prize money is substantial, industry observers question whether one-time payouts without long-term revenue-sharing arrangements will sustain creator interest and growth.
The competition offers X an opportunity to demonstrate Grok’s video generation capabilities to millions of viewers, potentially driving broader adoption of AI video tools. Success could strengthen X’s position in the competitive AI tools market while expanding its creator ecosystem.