How Sora’s Arrival will Affect Video Creatives

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While much of the population is still trying to gain a cursory understanding of AI and how to harness its use, yet another tool has arrived in the explosion of AI technology that promises to reshape the creative landscape.

Open AI’s newest offering, known as Sora, is a text-to-video tool capable of generating suprisingly realistic looking videos up to a minute long from simple text prompts. 

Industry sources are predicting Sora’s arrival will bring shifts in the business model and pricing structures of creative agencies. It would allow agencies to “test ideas and visualize concepts early in the ideation phase,” and as a result trim labor time and production costs. Changes to business models would come as charges to clients revolve more around ideation and prompt engineering, rather than final execution.

Sora stands next to a lineup of other text-to-video programs that have already come to market, including Gen2 by Runway, which has been out for a year. Lightricks, who created apps such as Facetune and Videoleap, recently announced LTX Studio, their take on AI powered filmmaking. Programs like these could benefit agencies by helping them shore up a larger portion of production budgets.

Concerns over Sora’s potential to eliminate jobs are consistent with the AI industry in general. Some sources say tools like Sora are more about shifting the skillsets required to use the technology than reducing the actual number of jobs.  Others don’t paint as rosy a picture.

“If I can provide a creative service at 30 percent efficiency gains over what I previously did,” said Paul Roetzer, founder and CEO of the Marketing AI Institute, “not only does the client want to pay less, but I also don’t need as many people doing the work.” He continued, “…Companies are going to make decisions that are in the best financial interests, not the best human interests.”

Still, agencies who don’t compete may risk being left behind. With these tools available, agencies may feel the pressure to do more creative tasks in-house rather than outsourcing to contractors.

Said Mike Barrett, chief strategy officer at Supernatural, “Instead of asking for one ad, clients could ask for four ads. You may not need as many producers on staff, but you’re going to need people who can work with the new technology.”

It seems the AI tech train has already left the proverbial station. Now it will be incumbent on the market to determine how and where to use it. Keep reading here.

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