Runway has launched Media Router, a tool designed to automatically choose the most suitable image, video or audio generation model for a developer’s request. The company is positioning itself beyond its roots as an AI video maker, aiming to become infrastructure for generative-media products as developers face a rapidly expanding and increasingly complex choice of models.

Available through Runway Dev, the router provides API access to Runway’s own models and third-party options, with selections based on priorities such as quality, speed and cost. Customers including Adobe, Cloudflare, ElevenLabs, Expedia, Shutterstock and Quora can integrate media generation into their products, while setting preferences such as using American rather than Chinese model providers. The launch follows Runway’s recent move from unlimited subscriptions to token-based pricing, amid growing concern over AI usage costs.