How to choose an AI video tool: 10 questions to ask before you pay

New AI video tools launch every week, and their sales pages all promise the same thing: "Professional videos in minutes!" Here are the ten questions we ask before spending a cent. They work for any tool, whether or not we cover it.

1. What job do I actually need done?

"Make videos" is too vague. Be specific: a two-minute explainer for my course, three Shorts a week from my long videos, a thumbnail for each upload. Different jobs need different tools, and no single tool does them all well.

2. Can I do it free first?

Try the free route before you buy: your phone, a free editor, YouTube Studio, a general AI chat assistant. If the free version takes too long every week, then a paid tool earns its keep.

3. Is it a subscription or a one-time payment?

Monthly fees add up. $27 a month is $324 a year. One-time "lifetime deals" are cheaper up front, but they depend on the company staying in business and keeping the software updated.

4. What will I be offered after I click "Buy"?

Many tools sold through affiliate marketplaces have upsells: extra offers shown straight after checkout. They aren't necessarily bad, but you should know about them beforehand. Look for a breakdown of the full funnel. We list it in our tool guides.

5. What does the free trial renew at?

If there's a $1 or free trial, find out exactly when it ends and what it renews at. Set a reminder two days before the renewal date.

6. What's the refund policy, in writing?

Look for the guarantee period and any conditions. If the product is sold through ClickBank, Digistore24 or JVZoo, the network's refund process may apply too.

7. Who owns what I make?

Check whether you get commercial rights to the videos, music, images and voiceovers. This matters if you use them in paid courses or client work.

8. What do real users say?

Read the 2- and 3-star reviews on independent sites. They're usually the most honest. Ignore "reviews" that are really sales pages with a buy button.

9. Does it work the way I work?

Is it in the browser or a desktop download? Does it export the size you need: vertical for Shorts and Reels, 16:9 for YouTube? Can it handle your language and accent if it does voiceovers?

10. Will I still be using it in three months?

Be honest. If you can't name a weekly task it will save you time on, wait.

Next steps

• Read our tool guides for breakdowns of pricing, upsells and user feedback.
• Learn how we test tools before we recommend them.