The number of AI video apps on the market is growing. ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

October 17, 2025 | SIGN UP

James Cooper

Jim Cooper
DIGIDAY, EDITOR-IN-CHIEF

The promise of near-instant, realistic video may sound like a dream for cash-strapped, content hungry brands. However, marketers are increasingly nervous about risks such as copyright liability, brand safety and ethics, wanting answers before committing to public-facing AI-video produced ads, according to four creative agency and marketing execs.

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Top stories

5 questions marketers have about Sora and the synthetic social era

The number of AI video apps on the market is growing. In addition to Sora, there’s a list that includes Midjourney, Google Veo and Meta Vibes. Meanwhile, marketers are grappling with the synthetic social and video surge.

INSIDE THE C-SUITE

Why 1440 is evolving from a newsletter company to a destination of explainers

The company’s shift comes as the way readers find and consume information is changing, with AI products taking up more real estate in Google Search and AI platforms growing their user bases .

PARTNER INSIGHTS FROM TEENVOICE

Why marketers are rethinking how they reach Gen Z

Reaching younger shoppers through traditional channels is no longer enough. More than half of Gen Z (51%) discover products on social platforms like TikTok, Instagram and YouTube. Brands must learn what type of content matters the most to teens when they shop.

MEMBER EXCLUSIVE

Future of Marketing Briefing: L’Oréal builds the data backbone to its creator marketing

The cosmetics giant is looking for partners to help make sense of the data from all its creator campaigns, according to two separate sources familiar with the plans.

A MESSAGE FROM BROWSI

Ad quality isn’t a checkbox — It’s context

Ad quality based on the idea that an ad is human and viewable has shaped how advertisers measure ad effectiveness for years. But simply meeting these standards doesn't mean an ad made an impact. It's time the industry revisits what quality really looks like.

MARKETING ON PLATFORMS

The Sora-TikTok U.S. era of short-form video

Digiday senior platforms reporter Krystal Scanlon joined the Digiday Podcast to discuss the state of the short-form video market as all-AI entrants like OpenAI’s Sora and Meta’s Vibes enter the fray.

RETAIL REVOLUTION

Walmart.com’s search results put ads front and center — a playbook Amazon pioneered

Sponsored listings now routinely appear at the top of Walmart’s search results, pushing organic products further down the page. It’s a shift that mirrors the evolution of Amazon’s marketplace, where paid placements have become a core part of the shopping experience and a crucial profit engine.

PARTNER INSIGHTS FROM BLOCKBOARD

Programmatic CTV’s true potential lies in reduced waste and improved efficiency

Programmatic CTV brings the efficiency of automation and programmatic to TV. “If you’re going to win with this shiny new thing called CTV, you have to get comfortable being uncomfortable. Reducing waste is what lets advertisers see the true potential that exists in CTV,” said Blockboard CEO Matt Wasserlauf.

Other things to know

PARTNER INSIGHTS FROM DIRECTV

This holiday season, advertisers are turning to the friendly skies to engage audiences