Almost every studio using AI seriously has converged on the same core structure: a writing/strategy layer, an image generation layer, and a motion layer. The specific tools within each category vary, but the three-category structure is nearly universal.
The Writing/Strategy Layer
Claude leads by a significant margin for anything requiring sophisticated reasoning — briefs, strategy documents, client communications, pitch narratives. GPT-4 is the primary alternative, preferred by studios already deep in the OpenAI ecosystem. The choice here matters more than any other — it’s the tool used most frequently for the highest-value work.
The Image Generation Layer
Almost every studio surveyed uses both Midjourney and Firefly rather than choosing between them. The use cases are different enough that they don’t compete: Midjourney for quality ceiling and concepting, Firefly for commercial licensing clarity and CC integration. Studios that chose one exclusively reported regret in both directions.
The Motion Layer
Runway Gen-3 dominates, primarily because of availability and workflow integration. Sora has meaningful penetration in higher-end production work. A third of studios surveyed are still evaluating motion AI — the category is moving fast enough that many are waiting for a clearer leader before committing workflow investment.