Contrast
Freemium 5.0 234.0k/mo
Contrast is a webinar platform with engaging features and content repurposing tools.
- Webinar platform
- Web conferencing
- Video conferencing
AI Video Generators That Don't Look AI (2026)
Photoreal lipsync, native 4K, realistic avatars — the only AI video tools worth your time.
Editor’s note
Video generation has reached a quality tier where output passes casual viewer inspection. The tools here are judged on lipsync fidelity, resolution (4K native vs upscaled), avatar realism, and per-minute render cost. Each pick is tested on a consistent 30-second commercial-style prompt so you can compare apples to apples before committing to a plan.
Quick summary
- This collection surfaces 2458 vetted AI tools in video animation that match this page’s editorial filters — not a generic directory dump.
- Start with the comparison table, then read in-depth notes on: Contrast, EaseUS, MagicShot.ai.
- Pricing labels are summarized for scanning; always confirm current plans on each vendor’s site before purchase.
Jump to compare tools or explore the full video animation category on the directory.
Scanner-friendly
Compare tools
Pricing shown as tier + amount only (long copy from vendor HTML is hidden here). Open each profile for full tiers and feature lists.
| Tool | Free tier | Pricing | Rating | Traffic / mo | Profile |
|---|---|---|---|---|---|
| Contrast | Yes | Free $0 /month Pro $159 /month Premium Talktous Premium Built for larger teams wi… | 5.0 | 234.0k | View |
| EaseUS | No | Data Recovery Pro (Mac) $89.95 Data Recovery Pro (Windows) $69.95 MobiMover (Windows) $23.95 EaseUS RecExperts (Windows) $19.95 +3 more on profile | 5.0 | 233.6k | View |
| MagicShot.ai | Yes | Monthly $29.00 /month Yearly $249.00 /year Pay as You Go $0 /month | 5.0 | 232.4k | View |
| Cascadeur | Yes | Free $0 Teams $33 /user Indie $8 /month Pro $33 /month | 5.0 | 230.0k | View |
| Pixellot | No | — | 5.0 | 229.5k | View |
| Icon AI | No | Enterprise Contactforpricing Enterprise Custom Team Contactforpricing Team 100 ad downloads Solo $39 /month | 5.0 | 227.6k | View |
| Syllaby.io | No | — | 5.0 | 225.8k | View |
| Samurai AI | No | — | 5.0 | 225.0k | View |
| Vid.AI | No | — | 5.0 | 223.9k | View |
| VideoBGRemover | No | Creator Pack $50 /credit Basic Pack $6 /credit Enthusiast Pack $12 /credit | 5.0 | 221.9k | View |
| Grok Video AI | Yes | Free $0 /month Basic $16.9 /month Pro $22.9 /month | 5.0 | 221.3k | View |
| FaceFusion | Yes | Creator Membership $40 /month Producer Membership $100 /month Explorer Membership $20 /month Video Consultation $100 +5 more on profile | 5.0 | 219.5k | View |
| Wondershare Filmora | No | Filmora - Plano Vitalício $699 Filmora - Plano Anual $299 | 5.0 | 218.3k | View |
| Story.com | Yes | Paid Preview $50 Pro Plan $100 /month | 5.0 | 218.2k | View |
| AI オタクLABO (AI Otaku LABO) | No | — | 5.0 | 216.6k | View |
| Keevx | Yes | Free $0 /user Pro Plan $60 /month Enterprise Let’sTalk Enterprise Customized minutes pl… Lite Plan $8 /month +2 more on profile | 5.0 | 215.9k | View |
Rows reflect this page’s result set. Sorting is a view aid only — it does not change editorial order in JSON-LD lists.
Decision shortcuts
Best picks by use case
Best starting point
Contrast currently leads this shortlist on combined traffic and editorial rating — use it as your first live test against real work samples.
Open profilePrimary pick
Contrast
Strong alternate
EaseUS is the best second stop when you need a different UX, integration path, or price structure without leaving this niche.
Open profilePrimary pick
EaseUS
Scan the shortlist
16 AI tools in this collection
EaseUS
Paid5.0 233.6k/moSoftware solutions for data recovery, backup, partition management, and system utilities.
- Data recovery
- Backup software
- Partition manager
MagicShot.ai
Freemium5.0 232.4k/moAI-powered platform for generating visuals, audio, and video content effortlessly with 50+ tools.
- AI image generator
- AI video generator
- AI avatar generator
Cascadeur
Freemium5.0 230.0k/mo3D keyframe animation software with AI-assisted tools for character animation.
- 3D animation
- Keyframe animation
- AI animation
Pixellot
Paid5.0 229.5k/moAI-automated sports camera, streaming, and analytics for live game broadcasts and analysis.
- AI sports camera
- Live sports streaming
- Sports analytics
Icon AI
Paid5.0 227.6k/moAI Admaker for planning, creating, and running winning ads.
- AI Admaker
- AI advertising
- Ad creation
Syllaby.io
Paid5.0 225.8k/moAI-powered tool for creating viral social media videos efficiently.
- AI video creation
- Faceless videos
- AI avatars
Samurai AI
Paid5.0 225.0k/moAI-powered read-it-later app that summarizes articles and videos.
- Read-it-later
- AI summarization
- Article summarizer
Vid.AI
Paid5.0 223.9k/moAI-powered platform for generating short-form videos for social media.
- AI video generator
- Short-form video
- YouTube Shorts
VideoBGRemover
Paid5.0 221.9k/moAI-powered tool for removing and changing video backgrounds online.
- AI video editing
- Background removal
- Transparent background
Grok Video AI
Freemium5.0 221.3k/moAI video generator: image to video, text to video.
- AI video generator
- Text to video
- Image to video
FaceFusion
Freemium5.0 219.5k/moIndustry-leading AI platform for local face manipulation in photos and videos.
- Face swapping
- Face manipulation
- AI
5.0 218.3k/moComprehensive AI video editing software for all skill levels, offering a wide range of features.
- Video editing
- AI video editing
- Video effects
Story.com
Freemium5.0 218.2k/moAI storytelling platform for creating and sharing AI video stories and more.
- AI videos
- AI stories
- AI story generator
5.0 216.6k/moJapanese website providing reviews and usage guides for the latest generative AI tools.
- AI tools
- Generative AI
- Image generation
Keevx
Freemium5.0 215.9k/moKeevx: AI Video Generator with Realistic Avatars | Free to Start
- digital avatars
- AI video generator
- AI avatars
Depth layer
In-depth tool notes
Structured pros, cons, and positioning for each pick on this page — designed for scanners and AI-overview style summaries alike.
Contrast
Rated 5.0/5 · ~234.0k visits/mo
Contrast is a webinar platform designed to host engaging webinars that people watch till the end. It offers features like engaging Q&A sessions, animations, branded webinars, modern chat experiences, and dynamic layouts. Contrast provides tools for repurposing webinar content, including summaries, blogs, clips, and newsletters. It offers a free plan and paid plans with features like CRM integrations, viewer engagement analytics, registration pages, and on-demand webinars.
Pros
- Engaging features to keep audience attention
- AI-powered content repurposing
- Easy to use and fast setup
- Branding options for a professional look
- CRM integrations for lead management
Cons
- Limited registrants on the free plan
- Video storage limits on some plans
- Premium features require a paid plan
Tags: Webinar platform, Web conferencing, Video conferencing, Content repurposing, CRM integration, Engagement tools, Branding, AI
EaseUS
Rated 5.0/5 · ~233.6k visits/mo
EaseUS provides a range of software solutions including data recovery, backup, partition management, and utilities for Windows, Mac, iOS, and Android devices. They offer both desktop applications and online tools to help users manage and recover their data, optimize their systems, and transfer files between devices. EaseUS also provides multimedia tools such as screen recorders, video editors, and audio tools.
Pros
- Wide range of software solutions
- Free trial versions available
- Support for multiple platforms (Windows, Mac, iOS, Android)
- User-friendly interfaces
- Online tools for quick solutions
Cons
- Full versions of software require purchase
- Some online tools have limitations in the free version
- Effectiveness of data recovery depends on the extent of damage
Tags: Data recovery, Backup software, Partition manager, Data transfer, System utilities, File repair, Multimedia tools, iPhone utilities
MagicShot.ai
Rated 5.0/5 · ~232.4k visits/mo
MagicShot.ai is an advanced AI-powered platform designed to simplify and enhance your creative workflow. Using cutting-edge algorithms, MagicShot helps users generate stunning visuals, audio, and video content effortlessly. It offers 50+ powerful AI tools across image, video, and audio categories. MagicShot.ai is powered by high-end GPUs and integrates the latest image generation models such as Flux, DALL·E 3, Google Image Gen 3, Ideogram, and Stable Diffusion 3 (SD3).
Pros
- Offers a wide range of AI tools for image, video, and audio generation
- User-friendly interface
- High-quality results powered by advanced AI models
- Flexible credit-based pricing system
- Commercial rights to generated content
Cons
- Credit-based system may require frequent top-ups
- Strict content policy prohibits certain types of content
- Community feature currently only available on iOS and Android apps
Tags: AI image generator, AI video generator, AI avatar generator, Text to speech, Logo generator, AI art, Content creation, Image editing
Cascadeur
Rated 5.0/5 · ~230.0k visits/mo
Cascadeur is a standalone software for 3D keyframe animation of humanoid or other characters. AI-assisted tools help you to make key poses really fast, instantly see the physical result and adjust secondary motion. All while retaining complete control at any point. It offers a vast variety of animation tools e.g. Trajectories, Ghosts, Copy Tool, Tween Machine, IK/FK Interpolation, Graph Editor, Video Reference Import, Cameras and many more!
Pros
- AI-assisted tools speed up key pose creation
- Physics-based tools create realistic motion
- Easy to rig characters from various sources
- Standalone software integrates into existing workflows
Cons
- Commercial use restrictions on some plans
- Perpetual license only with annual payment plans
- MacOS version requires Apple M1 or M2 CPU
Tags: 3D animation, Keyframe animation, AI animation, Physics-based animation, Character rigging, Motion capture, Animation software, Posing
Pixellot
Rated 5.0/5 · ~229.5k visits/mo
Pixellot provides AI-automated sports camera, streaming, and analytics solutions. It allows users to automatically live-stream games from venues directly to fans, families, and coaches without needing staff. Pixellot offers end-to-end AI-automated content and production solutions for sports organizations and media companies.
Pros
- Automated production reduces staffing needs
- End-to-end solution for capture, production, and streaming
- Analytics tools for performance improvement
- Monetization opportunities for sports organizations
- Suitable for various sports and levels of competition
Cons
- Reliance on AI may require occasional manual adjustments
- Initial setup and installation costs
- Potential dependence on internet connectivity for streaming
- May require training to fully utilize analytics features
Tags: AI sports camera, Automated sports production, Live sports streaming, Sports analytics, OTT platform, Sports monetization, Video analysis, Sports technology
Icon AI
Rated 5.0/5 · ~227.6k visits/mo
Icon helps brands partner with creators, turn 1 video into 20 videos with AI, and A/B test messaging to find winning ads. It is an AI Admaker that plans, creates, and runs thousands of winning ads end-to-end, replacing multiple tools and expensive services with a single, affordable platform. Icon offers a 100% money-back guarantee and is backed by Peter Thiel’s Founders Fund and founders of Ramp, Flexport, Pika, & Cognition (Devin).
Pros
- Comprehensive suite of ad creation tools in one platform.
- AI-powered automation saves time and reduces costs.
- Replaces multiple expensive tools and services.
- Offers a 100% money-back guarantee.
- Backed by reputable investors and founders.
Cons
- 7-day work week culture may not appeal to all employees.
- Founded in 2025, so it's a relatively new company.
- Some features may require a learning curve to master.
Tags: AI Admaker, AI advertising, Ad creation, Video editing, Image editing, Ad cloning, UGC generation, Creative analytics
Syllaby.io
Rated 5.0/5 · ~225.8k visits/mo
Syllaby.io is an AI-powered tool designed to streamline the creation of viral social media videos for businesses. It assists with ideation, content scheduling, outline and script generation, and even avatar-based video creation. It offers a systematic workflow tailored to various industries, along with features like an organizational content calendar and in-tool tutorials, making video marketing more accessible and efficient.
Pros
- Streamlines video creation process
- Reduces time and cost compared to hiring an agency
- Provides data-driven content strategy
- Offers a free trial
- Supports multiple languages
Cons
- Credits do not rollover
- Paid subscription fees are non-refundable (except when required by law)
- Charges are based on whole minutes for video creation
Tags: AI video creation, Social media video marketing, Faceless videos, AI avatars, Content scheduling, Video editing, AI script generator, Viral video creation
Samurai AI
Rated 5.0/5 · ~225.0k visits/mo
Samurai AI is a read-it-later app that uses AI to summarize articles, YouTube videos, and TED talks into concise summaries. It aims to save time and make it easier to manage reading and watching lists. The app is coming soon on iOS and Android.
Pros
- Saves time by providing concise summaries
- Helps manage large reading/watching lists
- Provides key insights from content
- Distraction-free reading experience
Cons
- May miss some details from the original material
- Summaries are currently text-only (audio summaries planned for the future)
Tags: Read-it-later, AI summarization, Article summarizer, Video summarizer, Time saving, Productivity, Information management
Vid.AI
Rated 5.0/5 · ~223.9k visits/mo
Vid.AI is an AI-powered video generation platform designed to quickly create short-form videos for platforms like YouTube Shorts, TikTok, and Instagram Reels. It offers features such as AI script generation, AI voices, AI image generation, and a built-in stock library to help users generate engaging content. The platform aims to simplify the process of creating viral-worthy short videos.
Pros
- Fast short-form video generation
- AI-powered features for script and image creation
- Built-in stock library
- Supports multiple short-form video platforms
Cons
- Limited information on specific features and capabilities
- Potential issues with video playback (as indicated by the error message)
- Pricing details not explicitly provided in the text
Tags: AI video generator, Short-form video, YouTube Shorts, TikTok, Instagram Reels, AI script generator, AI image generator, Video editing
VideoBGRemover
Rated 5.0/5 · ~221.9k visits/mo
VideoBGRemover is an AI-powered tool that removes backgrounds from videos online. It offers high-quality automatic video background removal, allowing users to change or replace video backgrounds instantly. It supports formats like MP4, MOV, and WEBM and provides HD quality output with transparent background options.
Pros
- High-quality background removal
- User-friendly interface
- Supports multiple video formats
- Customizable background options
- No green screen required
- Option for transparent backgrounds
Cons
- Pay-per-minute pricing can be costly for long videos
- Quality depends on the clarity of the subject and lighting
- Need to purchase credits to process videos
Tags: Video background remover, AI video editing, Background removal, Transparent background, Video editing, AI video tools
Grok Video AI
Rated 5.0/5 · ~221.3k visits/mo
Grok Video is an AI-powered video generator that transforms imagination, images, and text into professional videos. It allows users to create stunning videos in seconds without requiring editing skills or technical knowledge. The platform utilizes advanced AI to bring still images to life with natural motion, generate videos from text prompts, and export them in high resolution for various platforms.
Pros
- No editing skills required, easy to use
- Fast video generation (seconds to minutes)
- Natural language control for intuitive prompting
- High-quality 4K resolution export available
- Versatile for various platforms and content types
- Transforms static images into dynamic videos
- Offers daily free credits for testing
- Positive user testimonials from various professionals
Cons
- Free credits do not roll over daily
- Video generation consumes 1-5 credits depending on complexity
- Free plan offers low quality AI video
- Complex animations might take up to 2 minutes
Tags: AI video generator, Text to video, Image to video, Video creation, AI animation, Instant videos, Video maker, AI content creation
FaceFusion
Rated 5.0/5 · ~219.5k visits/mo
FaceFusion is an industry-leading face manipulation platform that enables users to manipulate faces in photos and videos entirely on their local machine. It prioritizes absolute privacy by ensuring all processing occurs locally, giving users full control over their personal data. Leveraging advanced AI technology, FaceFusion offers an efficient and high-quality face-swapping experience, featuring specialized HyperSwap models optimized for various scenarios like handling hidden faces, makeup transfer, and achieving maximum accuracy. As an open-source platform, it promotes extensibility, integration, and customization.
Pros
- Absolute privacy with local-first processing, ensuring data stays on your machine.
- Predictable cost with one-time payments for core software, no recurring subscriptions.
- High performance delivered through multi-GPU processing.
- Open-source platform offering flexibility, extensibility, and community-driven development.
- Advanced HyperSwap models provide specialized capabilities for different manipulation scenarios.
- User-friendly installers simplify setup for both Windows and macOS users.
- Strong community support and a clear development roadmap (v4 roadmap).
Cons
- The free version requires technical knowledge to clone and install the source code.
- Optimal performance may require a powerful local machine with a dedicated GPU.
- Convenient installers and advanced workflows are paid, not free.
- Memberships for priority support and early access are subscription-based.
Tags: Face swapping, Face manipulation, AI, Deepfake, Video editing, Photo editing, Open-source, Local processing
Wondershare Filmora
Rated 5.0/5 · ~218.3k visits/mo
Wondershare Filmora is a comprehensive video editing software with AI capabilities designed for users of all skill levels. It offers features such as smart short clips, AI portrait cutout, automatic subtitles, multi-camera editing, and an extensive library of effects and transitions. Filmora aims to make video creation an easy and enjoyable experience for everyone.
Pros
- User-friendly interface suitable for beginners
- Wide range of AI-powered features to simplify editing
- Extensive library of effects, transitions, and templates
- Affordable pricing options
- Available on Windows, macOS, iOS, and Android
Cons
- Free version includes a watermark
- Some advanced features require a paid subscription
- Performance may vary depending on system specifications
Tags: Video editing, AI video editing, Video effects, Video transitions, Automatic subtitles, Multi-camera editing, Green screen, Keyframing
Story.com
Rated 5.0/5 · ~218.2k visits/mo
Story.com is an AI storytelling platform that helps people create and share AI video stories. Users can enter a prompt and get an editable film, book, TikTok, and more. The platform boasts consistent characters, interactive choices, and real-time generation, catering to over 500,000 monthly active users.
Pros
- Easy to use: Turns simple ideas into AI videos and stories.
- Large user base: 500,000+ monthly active users.
- Versatile output: Generates films, books, TikTok videos, and more.
- Consistent characters: Maintains character consistency across stories.
- Interactive: Offers interactive choices within stories.
Cons
- Pricing not explicitly detailed on the homepage (requires navigating to the pricing page).
- Reliance on AI: Output quality depends on the AI's capabilities and prompt quality.
- Potential for generic content: AI-generated content may lack originality without careful editing.
Tags: AI videos, AI stories, AI story generator, AI video creator, AI storytelling, AI story writer, AI movie maker, AI content creation
AI オタクLABO (AI Otaku LABO)
Rated 5.0/5 · ~216.6k visits/mo
AI オタクLABO is a Japanese website that provides reviews and information about the latest generative AI tools. It offers professional explanations of how to use these tools and their reputations. The site covers various AI applications, including image generation, manga creation, music AI, and video generation. It aims to provide easy-to-understand explanations, even for beginners, using diagrams and avoiding complex jargon. The website also emphasizes the importance of reliable information, with a team of experts testing and reviewing numerous AI tools.
Pros
- Comprehensive reviews of a wide range of AI tools
- Easy-to-understand explanations for beginners
- Categorized by use case for easy browsing
- Expert reviews and testing for reliable information
Cons
- Primarily in Japanese, which may be a barrier for non-Japanese speakers
- Focuses heavily on generative AI, potentially missing other AI applications
Tags: AI tools, Generative AI, Image generation, Manga creation, Music AI, Video generation, AI review, AI tutorial
Keevx
Rated 5.0/5 · ~215.9k visits/mo
Keevx is an AI-generated video creation tool designed for product promotions, corporate training, and social media content. It aims to serve overseas SMEs and individual creators with a high-efficiency, user-friendly digital human video creation experience.
Pros
- Leverages AI for video and avatar creation
- Enables production of studio-quality videos
- Offers a wide range of pre-designed templates for diverse needs
- Supports AI-powered batch video production for efficiency
- Simplifies complex video creation processes
Cons
Tags: digital avatars, AI video generator, AI avatars, Text to video, Video translation, Voice cloning, Video marketing, E-learning
Power users
Feature matrix
High-level signals from our directory record. “Tag” columns are substring matches on vendor tags — confirm on each tool page before relying on them for procurement.
| Tool | Free tier | Rating | Traffic/mo | Profile |
|---|---|---|---|---|
| Contrast | Yes | 5.0 | 234.0k | Open |
| EaseUS | No | 5.0 | 233.6k | Open |
| MagicShot.ai | Yes | 5.0 | 232.4k | Open |
| Cascadeur | Yes | 5.0 | 230.0k | Open |
| Pixellot | No | 5.0 | 229.5k | Open |
| Icon AI | No | 5.0 | 227.6k | Open |
| Syllaby.io | No | 5.0 | 225.8k | Open |
| Samurai AI | No | 5.0 | 225.0k | Open |
| Vid.AI | No | 5.0 | 223.9k | Open |
| VideoBGRemover | No | 5.0 | 221.9k | Open |
| Grok Video AI | Yes | 5.0 | 221.3k | Open |
| FaceFusion | Yes | 5.0 | 219.5k | Open |
| Wondershare Filmora | No | 5.0 | 218.3k | Open |
| Story.com | Yes | 5.0 | 218.2k | Open |
| AI オタクLABO (AI Otaku LABO) | No | 5.0 | 216.6k | Open |
| Keevx | Yes | 5.0 | 215.9k | Open |
Pros & cons of this shortlist
Pros: You get a density of video animation tools that already passed category matching and ranking signals, which cuts research time versus open-ended search. About 7 entry/entries advertise free access in our data — useful for pilots.
Cons: Any directory view lags vendor roadmaps. Pricing chips and tags are not legal commitments — enterprise buyers should still run security review and contract redlines off each official site.
Pricing analysis
Below is a roll-up of how vendors in this video animation cluster label themselves in our directory. Treat it as a scanner-friendly shortcut — not a substitute for checkout-page verification.
Free · $0/monthPro · $159/monthPremiumData Recovery Pro (Mac) · $89.95Data Recovery Pro (Windows) · $69.95MobiMover (Windows) · $23.95EaseUS RecExperts (Windows) · $19.95EaseUS Video Editor · $29.95Todo Backup Home (Windows) · $39.95/userPartition Master Pro · $19.95/userMonthly · $29.00/monthYearly · $249.00/yearPay as You Go · $0/monthFree · $0
Chips summarize tier + price from each record (vendor long copy omitted here). Currency and terms can change without notice.
How we tested and maintain this list
Video generation has reached a quality tier where output passes casual viewer inspection.
We re-check pricing labels and positioning quarterly (or sooner when a vendor ships a materially new SKU). Tools must remain discoverable under this collection’s category scope.
We do not accept payment to appear in a curated ranking slot; sponsored inventory, if any on the wider site, is labeled separately from editorial ordering on this page.
Who should use this collection
Builders shipping video animation workflows weekly
You need repeatable quality, clear upgrade paths, and pricing that scales with seats or usage. Prioritize tools with strong ratings and transparent tiers in the matrix below.
Teams standardizing procurement
You will care about auditability: capture screenshots of pricing pages, confirm SSO or data residency on vendor sites, and shortlist 2 finalists from the comparison table.
Solo operators optimizing spend
Start from the free-tier column, validate output on your own assets, then upgrade only when a tool clears a hard ROI bar.
Alternatives & next steps
Not an exact fit for “AI Video Generators That Don't Look AI (2026)”? Browse adjacent hubs below or jump to the full category — often the best “alternative” is a neighboring workflow, not a me-too clone.
- Cascadeur View tool →
- Pixellot View tool →
- Icon AI View tool →
- Syllaby.io View tool →
- Samurai AI View tool →
- Vid.AI View tool →
Browse the complete video animation category to find adjacent products that did not fit this editorial framing.
Was this roundup helpful?
Quick signal for our editors — helps prioritize refresh depth for “AI Video Generators That Don't Look AI (2026)”.
Latest updates
Layout refreshed: added comparison, matrix, FAQ, and methodology modules for deeper topical coverage.
FAQ
How were tools chosen for “AI Video Generators That Don't Look AI (2026)”?
Photoreal lipsync, native 4K, realistic avatars — the only AI video tools worth your time. We rank candidates using on-site signals (traffic, ratings, pricing labels) within the video animation taxonomy, then editors shortlist for practical workflows.
Which tools should I try first?
Look at Contrast, EaseUS, MagicShot.ai first — they currently lead this list’s scoring. Your final pick should still depend on stack, budget, and compliance needs.
Does this page include free video animation tools?
Where available, free tiers are called out in the comparison table. This collection includes 2458 tools matching the stated filters — not all offer a permanent free plan.
How often is this list updated?
We revise curated lists as product positioning and pricing change. See the “Latest updates” section on this page for the freshest editorial notes.
Keep exploring
This page is a focused hub — the parent category contains the full competitive set and more filters.