xAI has launched Grok 3, a new AI model that achieves top performance across multiple benchmarks and raises fresh concerns about AI safety and censorship.

Training & Performance: The compute-heavy path to AI advancement

Trained on an unprecedented fleet of 100,000 NVIDIA H100 GPUs, Grok 3 demonstrates how massive computational resources are reshaping AI development.

The model excels particularly in:

• Coding tasks, producing higher quality and more accurate code than competitors.

• Creative and technical writing capabilities that match or exceed current industry leaders.

• Mathematical reasoning and complex problem-solving abilities.

Budget vs Benefits: A steep price for premium access

The release comes with significant cost implications for professionals:

• X Premium+ subscription increased to $40/month (up from $22) to access full Grok features.

• Limited free tier allows only 10 prompts and image generations every two hours.

• Alternative $30/month SuperGrok subscription planned for those only interested in AI features.

Safety Concerns: The double-edged sword of reduced restrictions

Recent findings highlight potential risks that media professionals should consider:

• Researchers discovered the model is vulnerable to simple jailbreaks that could expose dangerous information.

• Security firm Adversa AI raised concerns about the model's susceptibility to manipulation.

• The platform's approach to content moderation appears to fluctuate, with reports of rapid policy changes regarding certain topics and public figures.

The Bigger Picture: What this means for creative professionals

The advancement in AI capabilities comes with broader implications:

• While Grok 3 used 263 times more computing power than DeepSeek, it only achieved 33% better test scores, suggesting diminishing returns in the brute-force approach to AI development.

• The pricing structure positions Grok 3 at a premium compared to competitors like ChatGPT Plus and Perplexity Pro, which maintain $20/month subscriptions.

• The lack of certain features like voice mode and API access may limit its immediate utility for production workflows.

Final Cut: The industry impact of Grok 3's release

While Grok 3 represents a significant technical achievement, its practical value for media professionals may not justify its premium pricing. The model's impressive capabilities in coding and creative tasks are balanced against concerns about safety, stability, and cost-effectiveness.

As AI tools become increasingly central to creative workflows, professionals will need to carefully weigh these factors against their specific needs and existing solutions.