AI video rattles creative industry

GONE are the days of six-fingered hands or distorted faces - AI-generated video is becoming increasingly convincing, attracting Hollywood, artists, and advertisers, while shaking the foundations of the creative industry.

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To measure the progress of AI video, you need only look at Will Smith eating spaghetti.

Since 2023, this unlikely sequence - entirely fabricated - has become a technological benchmark for the industry.

Two years ago, the actor appeared blurry, his eyes too far apart, his forehead exaggeratedly protruding, his movements jerky, and the spaghetti didn't even reach his mouth.

The version published a few weeks ago by a user of Google's Veo 3 platform showed no apparent flaws whatsoever.

"Every week, sometimes every day, a different one comes out that's even more stunning than the next," said Elizabeth Strickler, a professor at Georgia State University.

Between Luma Labs' Dream Machine launched in June 2024, OpenAI's Sora in December, Runway AI's Gen-4 in March 2025, and Veo 3 in May, the sector has crossed several milestones in just a few months.

Runway has signed deals with Lionsgate studio and AMC Networks television group.