Runway now sells rival models inside OpenAI's Marketplace

AI video platforms that used to sell only their own model are now selling rivals' models beside them, and the price tags are moving. Runway joined OpenAI's Marketplace on September 29, 2026, and Luma AI cut the credit rates it charges for ByteDance's Seedance models on its Dream Machine platform.

Runway's own announcement says eligible enterprise customers can now find Runway Creative in the OpenAI Marketplace and apply part of an existing OpenAI commitment toward purchases with Runway. Runway lists Gen-4.5, Seedance 2.5, GPT Image 2.5 and ElevenLabs V4 in the same workspace. Its changelog added a second OpenAI surface on October 1, 2026, noting that Runway is now available inside OpenAI's Dots, where a user briefs the assistant and Runway generates the shots.

The wording is worth reading closely. Runway's post calls the company a launch partner. OpenAI's own Marketplace directory uses no such phrase: it lists Runway with one line, "Generate and edit video, images and audio with the world's best AI models." The same directory lists Higgsfield, another AI video aggregator, so Runway is not a lone exception on OpenAI's shelf. OpenAI's page says it helps enterprise customers use part of their existing commitment toward eligible partner products, and that eligibility applies to specific products rather than every product from a listed partner.

Luma's half of the move carries the harder number. Luma's own pricing page lists ByteDance's Seedance 2.0 at 720p for 51 credits a second and at 4K for 261 credits a second, with the smaller Seedance 2.0 Mini at 26 credits a second at 720p. The outlet ChatPicture reported that Luma cut these rates by as much as 73 percent, writing that the 4K rate fell from 959 credits a second to 261. That is a cut of about 73 percent. The prior rates appear only in that report and not on Luma's live page, so the percentage is credited to ChatPicture by name.

Luma's shelf changed at the same time. Its pricing page now carries Minimax H3 Max, Kling 3.0 Turbo, Sync Lipsync, Gemini Omni Flash, Ray3.14 Extend Video and Seedream 5.0 Pro, and the ChatPicture report says Luma removed Kling 2.6 and Nano Banana.

Aggregating rival models is not new. ChatPicture reported that Higgsfield, Pika and Runway have sold other labs' models alongside their own since the summer of 2026, and OpenAI's directory now lists Higgsfield beside Runway. What is new in early October is that the price effect is showing up in the rates customers see, not only in who is on the shelf.

For a creator, the practical shift is that one account can run the same prompt across several engines, which pushes the credit rate per second ahead of a leaderboard score in the buying decision. If the listed rates hold, Luma's Plus plan at 10,000 credits a month buys roughly 196 seconds of Seedance 2.0 at 720p.

Kling is the next number. Kling's own release note says the full Kling 4.0 model will launch in October 2026 with clips from 3 to 30 seconds and two-channel stereo audio, and the note publishes no credit rates. Its pricing is the reference point the rest of the field will be measured against.

Luma's current Seedance rates are listed on its pricing page at lumalabs.ai/pricing, and Runway Creative is reachable through the OpenAI Marketplace at openai.com/business/marketplace.