What it is
The leap of generative video from "creepy 4 seconds" to believable clips with sound, speech and a character that holds together. The industry calls 2025–26 the "year of AI video": a new generation of models shipped (Sora 2, Google Veo 3/3.1, Kling, Runway, Luma, Pika, MiniMax Hailuo) — and video stopped being a demo.
Where it came from
The starting point was the Sora announcement (early 2024) — "video like photos". Then came the race: Veo 3 with native audio, Kling out of China, Runway and Luma updates. The peak was Sora 2 and the Sora social app in autumn 2025 (see the separate card on the Sora app).
Why it took off
- Sound arrived. By early 2026 most top models generate synced dialogue and effects in a single pass — previously there was none at all.
- Prices collapsed. The cost of a generated minute fell sharply year over year — clips became affordable for solo creators.
- Production-grade quality. Studios use AI video for previz, concepts and parts of the final content.
- Social media as fuel. A finished clip goes straight into Reels/Shorts/TikTok.
How to use it today
- Ads and social clips with sound: Veo 3.1, Sora 2.
- Cinematic shots and art: Kling, Runway, Luma.
- Quick, cheap experiments: Pika, MiniMax Hailuo.
- Tie it to storyboarding (see the card) and lip sync — you get a finished clip with no shoot.
What to watch out for
- Scene coherence beyond 8–10 seconds is still shaky: edit it together from short shots.
- The market is turbulent: models appear and disappear (access to the Sora product was reportedly restricted in 2026) — don't tie your production to a single one.
- Rights and deepfake ethics: other people's faces and brands are a risk zone.