In 60 seconds
- AI video tools turn a picture or a written description into a short clip. Kling from about US$10 a month, Runway from US$12 billed yearly, and Google's tools come with a Google AI plan.
- A 'digital twin' is an AI copy of your face and voice that can present any script. HeyGen from US$29 a month; Synthesia's personal avatars from US$89.
- Reputable tools require your recorded consent to copy a face or voice. Some only let you professionally clone your own voice.
- Cheap or free plans often don't allow business use. Check the licence before you post.
- OpenAI's Sora has been discontinued.
You've probably seen business videos where the presenter is animated, or suspiciously polished. Here's what's behind them, what it costs, and where the lines are.
Three kinds of AI video
- Generated clips. You give a tool an image or a description ("a carpenter pulls a dust sheet off a sign at dawn") and it produces a short clip of a few seconds. Good for scenes, openers and animation.
- Avatars and digital twins. A realistic presenter, either stock or a copy of you, who reads whatever script you type. Good for training videos, explainers and updates.
- AI voices. A natural-sounding voice-over from text, either a stock voice or a clone of your own.
Video generators
| Tool | Entry price (US$) | Good to know |
|---|---|---|
| Kling | Standard about $10 a month | Popular for animating a still image; free-plan clips can't be used commercially |
| Runway | Standard $12 a month billed yearly | Clips of 2 to 10 seconds; commercial use from Standard up |
| Google (Gemini app and Flow) | Google AI Plus $4.99 or Pro $19.99 a month | The Gemini app makes 10-second clips with sound, with an invisible Google watermark |
| Luma | Plus $29.99 a month for commercial use | The cheaper Lite plan is watermarked and non-commercial |
| Pika | Creator $35 a month for commercial use | The cheaper Starter plan is non-commercial |
OpenAI's Sora app closed in April 2026, and its service for developers in September 2026. If a course or article tells you to use it, it's out of date.
Avatars, digital twins and voices
| Tool | Price (US$) | What you get |
|---|---|---|
| HeyGen | Creator $29 a month | Your own digital twin and a cloned voice, no watermark |
| Synthesia | Starter $18 a month billed yearly (stock avatars); Creator $89 a month for personal avatars | Polished presenter videos; commercial use on every plan |
| Captions | Max $24.99 a month | AI twins made from a short recording on your phone |
| ElevenLabs | Starter $6 a month | Natural voices and instant voice cloning, with a commercial licence. The free plan has no commercial licence. |
Consent: the rules the tools apply
- HeyGen requires a consent video from the same person as the footage.
- Synthesia requires a live consent recording, and if the real person later opens an account, the avatar becomes theirs.
- ElevenLabs asks you to confirm you have the right to clone a voice, and its professional voice clones must be your own voice, even if someone else consents.
The simple test: only copy a face or voice that belongs to you, or to someone who has agreed in writing.
Staying on the right side of the law and the platforms
- Don't mislead. In Australia, consumer law bans misleading content whether or not you meant it, and fake testimonials are illegal. An AI "customer" presented as a real one is a serious risk.
- Label realistic AI content. YouTube requires it for realistic people or events that didn't happen; clearly animated content is exempt. Meta asks for it on photorealistic video and realistic audio, and TikTok on realistic scenes and people. The Australian Government's voluntary guidance recommends labelling AI-generated content too.
- Keep your receipts. Note which tool and plan made each video, so you can show you had the licence to use it commercially.
Where this is useful for a small business
- A short animated pitch on your website or social profiles, so your business has a face and a voice from day one.
- Training or onboarding videos you'd otherwise film again and again.
- Voice-overs for slides and explainers when you don't have a quiet room.
What I useThe animated me in my website video was made with ChatGPT images, Kling animation and an ElevenLabs voice. It's animated on purpose: nobody should mistake it for real footage. My Accelerator package includes a 15-second animated pitch for your own site.
Rather hand it over?
That's what I'm for. Book a free 30-minute call and you'll leave with a plan for your website and marketing, whether or not you hire me.
Book your free call More guidesSources (17) · facts and prices checked 27 September 2026
- Kling credit policy
- Runway pricing
- Google Gemini: video generation
- Google AI plans
- Luma: subscriptions
- Pika pricing
- OpenAI: Sora discontinuation
- HeyGen: pricing plans
- HeyGen: digital twin FAQ
- Synthesia pricing
- Synthesia: personal avatars
- Captions: subscriptions
- ElevenLabs pricing
- ElevenLabs: professional voice cloning
- ACCC: false or misleading claims
- YouTube: altered or synthetic content
- Australian Government: Being clear about AI-generated content
Prices change often and vary by country. Always check the company's own page before you buy.