AI video is turning into a full production stack
Adding native audio isn't a minor featureit's an attempt to make generation feel complete. Pair that with a world model framing, and Runway is pointing toward simulations and consistent environments rather than one-off clips.
Why world model language matters
- It suggests more continuity and controllability: environments that behave consistently across scenes.
- It aligns with developer interest in systems that can be steeredparameters, constraints, repeatability.
Native audio is the practical win
- It removes a major workflow break where creators previously had to stitch sound elsewhere.
- It makes outputs feel less like prototypes and more like something you can publish.
The business implications
- Platforms that offer end-to-end generation can capture more value (and subscription dollars).
- It raises the bar for competitors: users will compare complete experiences, not just visual quality.
The question now becomes: can these systems deliver predictable results, not just impressive ones?