Lights, Camera, AI: Runway's Gen-4 Wants to Rewrite Hollywood's Rules

Runway just fired a shot across Hollywood's bow. Their new AI video generator, Gen-4, claims to do what others can't: create consistent characters and scenes that actually make sense.

The tool keeps characters looking like themselves across different shots - a neat trick that's harder than it sounds. Users just feed it a reference image and some instructions, and Gen-4 handles the rest. Want your protagonist in different lighting? Done. Need them walking through various locations? No problem.

But here's where things get sticky. Runway won't reveal where they got their training data, probably because they're already neck-deep in a lawsuit from artists who aren't thrilled about their work being used without permission. The company plays the "fair use" card, but the courts will have the final say.

Meanwhile, Runway's dancing all the way to the bank. They're reportedly seeking funding that would value them at $4 billion, with hopes of hitting $300 million in revenue this year. Impressive numbers for a company that might need to keep some lawyers on speed dial.

The real drama? Hollywood's watching this show with gritted teeth. A recent study suggests AI tools like Gen-4 could disrupt over 100,000 entertainment jobs by 2026. Those aren't exactly the kind of special effects the industry was hoping for.

Why this matters:

• The AI video race just got serious - Runway's making AI that can finally keep track of who's who in a scene
• Hollywood's about to learn if it's easier to fight AI or join it, as 75% of companies using AI have already cut jobs

Read on, my dear:

• Runway: Introducing Runway Gen-4