Where AI Video Production Actually Ends Up in Five Years (The Real Version)

I think a lot about where AI video production actually ends up in five years. Not the hype version — the real one.

Every brand will have access to the same tools. Basic commercial production will be a commodity. A brand manager with no background in video will be able to make a decent 30-second spot on their phone.

And when that happens, the premium work — the kind that builds brands and makes people feel something real — becomes more valuable, not less. Because when everyone can make "good enough," the distance between good enough and genuinely great gets wider. And the people who live in that gap end up charging more than they ever could before.

What collapses is the middle. Agencies charging $20-50K for work that a monthly subscription can mostly approximate — that goes away. What's left is self-serve on one end and real studios on the other. The in-between doesn't survive.

I'm watching this from inside the industry and it's already happening. The brands that come to us aren't doing it because they can't make a video. They're doing it because they want something worth watching. And I think that distinction is going to define everything about this space going forward.