A new survey on the rise of generative media finds that most companies investing in AI-powered image and video tools are already seeing returns.
The State of Generative Media Survey Report 2025 by Artificial Analysis, in collaboration with fal, gathered responses from roughly 300 developers and creators to understand how organizations are adopting image and video generation models.
The research shows that 65% of organizations report a return on investment within 12 months. Another 34% are already profitable, and 31% expect returns soon.
Among image models, Google Gemini leads adoption at 74%, while ChatGPT remains the most popular interface for accessing generative systems. For video, Google Veo dominates at 69%, followed by Kling, Hailuo, Runway and Alibaba’s platforms.
Researchers say the industry is still in its early stages, with many firms experimenting rather than deploying at scale.
“Personal creators dominate usage with many organizations still at the prototyping or exploring stage of adoption.”
Artificial Analysis also finds that AI is being used for image generation than video generation, which is still in the early stages of development.
“Image Generation sees strong personal adoption (89%), while video lags behind but is catching up. Quality is the #1 factor for model selection for both personal and organizational use. Cost is critical for users selecting Video Generation APIs.”
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