# FAQ ## How should I choose an AI-video partner? > **Summary:** Don't judge only on impressive imagery—look for strategy, writing, directing, performance, craft and marketing judgment as tools become widely accessible. Don't evaluate a partner only by whether they can generate impressive imagery. Generation technology is becoming widely accessible. Look at whether the team understands strategy, positioning, audience, writing, storytelling, art direction, directing, human performance, editing, sound and how the work ultimately needs to perform as marketing. As technical access becomes less differentiating, creative judgment becomes more differentiating. --- **Sources:** - [HUb AI Video work](https://hubsanfrancisco.com/work/ai-video/) - [About HUb](https://hubsanfrancisco.com/about)