Sora’s death, which was just announced by OpenAI, doesn’t make us all that sad. This is actually a sign of market maturity. OpenAI is now aiming to be a monetizable AI service, becoming increasingly business-like (agents, coding, etc.), leaving the field of generated video to those who want to get serious with specialized approaches. In other words, creating videos using AI is no longer a curiosity of bored users, but clearly a business field. This is also demonstrated by the launch of Fiverr’s AI video hub in March. The AI Video Hub is a space dedicated to a select group of directors and creators specializing in AI-generated videos, where brands can commission commercials, social content, and branded films.
A chain of various transactions arises around this business. The first deal is the actual generated video. Start with text, images, or visual references and grab a clip. The most well-known names currently are Runway, Adobe Firefly, Kling, and Pika (not including Sora, which will disappear on April 26th, at least in the version we know of). The second deal is the industrial production of spoken word videos used for training, sales, onboarding, customer care, and language localization. HeyGen and Synthesia dominate this space, but Invideo occupies a middle ground closer to rapid production for marketing and social.
Runway remains one of the benchmarks for those looking for an environment that’s not only about prompt generation, but also editing and creative prototyping. The official price list starts at $12 per month for Standard, goes up to $28 for Pro, and $76 for Unlimited billed annually. Logic is credit based. Used by agencies, creators, and content teams who create many variations and need to refine their video pipeline.
Adobe Firefly is intended for users who already live in the Creative Cloud ecosystem. Adobe offers Firefly as an image, video, audio, and vector graphics platform, and on the video side it also combines text-to-speech, music generator, sound effects generator and clip generation. Firefly Standard plans start from 11.26 euros per month.
The most advanced is Google Veo, which is one of the few that natively produces audio along with video. Google AI plans with credit system start from 7.99 euros per month.
