JPEG XL is mainly based on unique image-specific research, but you're right to say a lot of the techniques are compatible with videos in theory (the XYB color space comes to mind). AVIF is an AV1 OBU in an image-specific container, and required a lot of image-specific engineering to make AV1's tools useful for images; see libaom's tune "iq", and the same in SVT-AV1. The compression gains translated when engineering effort went into creating bespoke implementations, and the same may happen for LLMs if I had to guess.