When AI Video Tools Converge: What Will Actually Differentiate Your Work

I keep thinking about what happens when everyone has the same AI video tools. And we're almost there — Sora, Veo, Kling, they're all converging. Give it another year and the outputs will be close enough that picking one over the other won't really matter.

So then what? If the tool isn't the differentiator anymore, what is?

I've been making AI commercials for brands for over a year and the thing I keep seeing is that two people can sit down with the exact same model, exact same prompt, exact same references — and one of them makes something forgettable and the other makes something you'd actually watch. Same everything. Completely different result.

And I think people want that to be about prompting skill or some technical trick but it's not. It's about knowing what shot follows what. It's about having spent enough time in edit bays to feel when something's too long or too short. It's experience that takes years to build and there's no shortcut for it.

Most people in this space are still arguing about which tool is best. I think that argument has about 12 months left before it stops mattering.