OpenAI, the organization behind ChatGPT and DALL-E, has unveiled its latest creation, a text-to-video AI tool named “Sora.” This innovative tool allows users to generate short videos from simple text commands, raising both excitement and concerns among artists and media professionals.
According to OpenAI, Sora can produce intricate scenes featuring multiple characters, specific motion types, and accurate subject and background details. Examples showcased on OpenAI’s website range from seemingly real drone footage above a bustling market to an animated bunny-like creature bouncing through a forest. Despite its capabilities, OpenAI acknowledges limitations, such as the potential for Sora to “mix up left and right.
Thomas Bellenger, founder and art director of Cutback Productions, expressed the impact of generative AI on the creative industry, stating that it has sparked internal debates and varied reactions. Sora, still unreleased, is closely watched by professionals like Bellenger, who notes the unprecedented technological leap it represents.
The potential influence of Sora extends beyond visual effects, reaching into the domain of video game creation. Ubisoft Entertainment SA sees it as a “quantum leap forward” that could empower players and development teams to express their imaginations. However, opinions within the gaming sector vary, with some open to the new tool and others fearing potential job displacement.
Alain Puget, chief of game studio Alkemi, emphasizes the importance of human creativity, stating that AI tools should not replace artists but could enhance small studios’ capabilities to create professionally rendered images.
Basile Simon, a Stanford University researcher, expresses concern about the rapid advancements in generative AI, particularly its potential misuse during elections, leading to a loss of public trust in information.
Julien Pain of France Info’s fact-checking program raises worries about the abuse of AI tools, emphasizing the challenge of identifying fake content produced at an advanced level.
The Fred & Farid Group advertising agency foresees a significant shift, anticipating that “80 percent of brand content will be generated by artificial intelligence.” Enthusiasts argue that generative AI tools eliminate barriers for creative expression, separating “creative genius” from production skills.
Stephanie Laporte, CEO and founder of the OTTA advertising and influencer agency, predicts industry evolution driven by AI technology. However, she suggests luxury brands may tread cautiously, prioritizing authenticity over widespread AI-generated content.