What it does
RunwayML is a mobile AI studio for creating and editing digital content. The app provides a suite of tools that allow users to generate videos and images from text prompts, style references, or a combination of both. It also features specialized tools like an 'Ad Builder' for commercial storyboarding and an 'Act-Two' function for creating and interacting with AI-powered characters in real-time video calls.
Where it shines
Runway shines in how it structures complex AI generation into accessible, goal-oriented workflows. The Ad Builder (01:29) is a great example. Instead of relying on a user's ability to craft a perfect prompt, it breaks the task into logical parts: a product image, a reference for ambiance, and a text concept. This produces a cohesive multi-shot storyboard (02:35), which is far more useful than a single generated image.
Another strength is its conversational approach to editing. After generating an image (04:41), the app suggests follow-up actions like "Add a shooting star" (05:33). This turns the creative process into an iterative dialogue, making the AI feel more like a collaborative partner.
UX highlights
- Structured Inputs: The app often uses separate, clear inputs for different creative elements, such as in the Ad Builder, guiding users to better results.
- Conversational Refinement: The chat interface (04:22) with suggested follow-up prompts makes editing intuitive and less reliant on prompt engineering expertise.
- Feature-Specific UI: Each tool, from Ad Builder to Character creation, has a distinct and purposeful interface, avoiding a one-size-fits-all approach.
- Immersive Interactions: The real-time video calls with AI characters (08:32) use a familiar UI to create a surprisingly personal and engaging experience.
- Clear Credit System: The app is transparent about credit costs for different actions, as seen in the pop-up at 03:23 and the credits display in the profile (09:33).
- Centralized Library: All generated assets are saved to a central library (09:18), making it easy to find and reuse content across different tools.
Monetization & growth
Runway operates on a credit-based system. The user signs up for a free account which comes with a starting balance of credits. Generating content, especially video or interacting with AI characters, consumes these credits. For example, a video call is shown to cost 2 credits every 6 seconds (08:25). When credits are low or a premium feature is accessed, the app presents an upgrade screen (03:25). This screen details multiple subscription tiers (Standard, Pro, Unlimited) with monthly and discounted annual options, clearly listing the features and credit amounts for each.
Who it’s for
This app is for a wide range of creators. Marketers and small business owners can use the Ad Builder to quickly prototype campaigns. Digital artists and hobbyists can leverage the image and video generation tools for creative projects. Content creators could use the AI characters for novel forms of storytelling or interactive content. It appeals to both professionals looking for a rapid ideation tool and casual users curious about the creative potential of generative AI.
Notes & opportunities
The onboarding flow (00:22 to 01:29) is quite long and consists of many separate screens for a standard sign-up process. Consolidating the email, password, and username steps could reduce friction. Additionally, the app requests both tracking and notification permissions before the user has had any hands-on experience, which might lead to a higher decline rate. Introducing these prompts later, with more context, could improve opt-in rates.