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Generative Video Hits Production: Sora, Veo, Runway
Frontier video models have crossed the threshold from demo to shipped commercial work, but the bar is shifting, not falling.
Evolve Editorial · February 8, 2026 · 6 min read
The state of the art
OpenAI's Sora, Google's Veo 3, and Runway Gen-4 now produce broadcast-quality short clips with controllable camera, characters, and continuity. Several global brands have run fully generative spots in 2024-2025.
What still requires a crew
Hero brand films, casting-driven storytelling, and high-stakes craft work still favour traditional production. Generative excels at variation, localisation, and lower-funnel performance creative.
The new bar
Production cost is collapsing; production volume is exploding. The brands that stand out are the ones investing the savings into bigger ideas, not just more outputs.
