What I Talk About When I Talk About Control Making something and having the skill to make it used to feel tightly linked. Now the outcome no longer proves you have the skill. Or does it? When text-to-video first started working, that’s what it felt like. All you had to do was type in a short text description, press a button, and voila. It was magic or cheating, depending on how you looked at it. The fact that it worked at all was a breakthrough, but it also didn’t look like the person making the thing had done very much. We’d created something like auto mode for generative video, and “auto” isn’t a word we associate with craft. Yes, prompting is a skill, but being a better “describer” of the thing you want to make isn’t something we’ve historically been satisfied with as skill, unless your craft itself was flowery prose. As the models get more capable, the makers want more degrees of freedom to try things. New places to make choices become new places to exercise judgment, and enough judgment creates the possibility of craft. Creators start developing intuitions about the models, just like people have developed intuitions about cameras, editing software, or any other medium. New capabilities show up before we can understand them. So we build whatever interface we can manage to. Minimum viable control and minimum interfaces to get started. That becomes the first auto mode for that new tool. Then people use it, push it against its limits, and give us pretty loud hints at what they want to be able to do next. It takes time to figure out which new primitives are powerful, and where users want more control. People want more control. And they want more degrees of freedom. I believe that part of what makes models more controllable is that they become personal. AI is fundamentally a general purpose technology that can be shaped in any unique way you want. Models are generalization machines that can adapt to what you need. Everyone has a different way of using models. Different ways of finding them useful and productive. I strongly believe that most of the interfaces we use to control models will be individual-specific instead of general. Not many to one, but one to one. Any form of control you can imagine. Any version of Runway you want. Soon.