Direct answer: treat the gateway as infrastructure, not a model picker
An AI gateway can simplify how a custom application reaches different model providers, but it should be evaluated as production infrastructure rather than as a convenient model catalogue. Vercel officially describes AI Gateway as one interface for hundreds of models covering text, image, video and audio. Its documented capabilities include unified billing and observability, routing based on availability, cost or latency, provider fallback, bring-your-own-key support and controls over providers and usage.
Those capabilities do not prove that a marketing workflow will become more accurate, profitable or compliant. They create control points that an implementation team can configure and inspect. CreatikLab’s operational interpretation is therefore simple: adopt a gateway only when it reduces integration complexity without hiding model quality, data handling, cost attribution or incident responsibility. The buying decision should be based on a tested workflow and an agreed control model, not on the number of available models.
