OpenAI’s groundbreaking text-to-video AI model, Sora, has taken the tech world by storm, praised for its remarkable ability to create realistic and emotionally expressive video content from text prompts. Described as possessing a deep understanding of language, Sora stands out for its unparalleled realism, setting a new standard in AI-generated content.
While users have marvelled at the extraordinary videos it produces, there have also been concerns about potential risks, especially in the context of this year’s global elections. For now, Sora remains inaccessible to the general public, and OpenAI has refrained from disclosing a specific timeline for its release. In collaboration with experts specialising in areas such as misinformation, hateful content, and bias, OpenAI is testing the model to ensure its responsible and ethical deployment – in other words, ‘red teaming’.
While there are alternative video-generating models in existence, none boast the capability to craft realistic and intricate videos quite like the ones purportedly generated by Sora. Meta offers a tool for crafting short video clips, and Google is actively engaged in developing its own text-to-video model; however, it remains in the research phase. Other players have their own versions in the pipeline.
Less than a year ago, the output of similar models was seen as comedy gold for the tech-savvy internet, with memorable instances like the “Will Smith spaghetti” videos capturing attention. Now, leading companies in the field have rapidly advanced, challenging and disrupting a significant portion of the video production and creative industry, while also presenting new regulatory challenges. Questions about the training content, potential biases, and safeguards against inappropriate use have become crucial.
Looking ahead, the advent of Sora and similar tools promises to revolutionise the marketing industry. We anticipate several trends:
We also have three more predictions, or perhaps they can be considered reasons to tread carefully:
Exciting opportunities for brands to compete with rich content come hand in hand with challenges such as increased advertising costs and the potential for cultural inaccuracies. As we navigate this evolving landscape, staying ahead of the curve and understanding the implications will be key for marketers in 2024.
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