Less than 24 hours after unveiling its Grok-3 AI model, Elon Musk’s X has significantly increased the price of its X Premium+ subscription, the only tier offering access to this next-generation AI chatbot. Grok-3 is also available through a new standalone SuperGrok subscription.
Previously priced at $22 per month or $299 annually, X Premium+ now costs $40 monthly and $396 yearly. This marks the second price increase for the Premium+ tier in just a few months, having risen from $16 per month in December. While the official X help page indicates these changes are currently limited to the US market, other regions have seen unannounced price hikes. For instance, the UK’s monthly Premium+ fee has jumped from £17 to £47, and in India, the cost has nearly tripled from ₹1,750 to ₹5,130. The prices for X’s Basic and Premium tiers remain unchanged.
Grok-3’s Advanced AI Capabilities Justify Price Increase?
The substantial price hike for Premium+ isn’t entirely surprising given Grok-3’s advanced features, most notably DeepSearch and BigThink. DeepSearch mirrors the functionality of similarly named tools offered by Google Gemini, OpenAI, and Perplexity, acting as an AI-powered research assistant that collates information into a comprehensive report with citations.
This type of agentic AI feature requires significantly more computing power and processing time than standard chatbot interactions. The increased computational demands likely contribute to the higher subscription cost. DeepSearch represents a key selling point for Grok-3 and positions it as a powerful research tool within the X ecosystem.
Comparing AI Deep Dive Pricing
OpenAI initially launched Deep Research as a premium feature within its $200/month ChatGPT Pro subscription, though it is expected to be incorporated into the more affordable $20 ChatGPT Plus plan eventually. Google’s Gemini Advanced, which includes similar deep research capabilities, is available through the Google One AI Premium bundle for $20 per month. Perplexity offers limited free Deep Research queries, with a premium subscription starting at $20/month for unlimited access. Grok-3, through the X Premium+ subscription, becomes the most expensive mainstream AI product offering this type of advanced research functionality. X also promises enhanced image generation bandwidth with the Premium+ subscription.
High Price, High Performance?
Charging double the price of competitors for similar features raises questions about value. However, X claims Grok-3 outperforms rival AI models from OpenAI, Google, Claude, and DeepSeek based on their internal benchmarks. Besides Grok-3 access, the Premium+ subscription includes a blue verified checkmark, creator earnings, ad revenue sharing, longer posts, higher video upload limits, and an ad-free experience.
Conclusion: Evaluating the Value Proposition
The significant price increase for X Premium+ reflects the advanced capabilities of Grok-3 and the increasing cost of providing computationally intensive AI features. While the higher price point may deter some users, the potential benefits of Grok-3’s advanced research capabilities, coupled with other Premium+ perks, might justify the cost for those seeking powerful AI tools integrated within the X platform. Whether this pricing strategy proves sustainable remains to be seen, particularly in a competitive market with more affordable alternatives.
