OpenAI’s Sora—a creator’s dream, a marketer’s nightmare
MUMBAI , BENGALURU : Investors, gaming firms and filmmakers remain largely bullish on the prospect of OpenAI’s Sora, a text-to-video generative artificial intelligence model and tool. However, nearly a week since its introduction, legal experts believe commercial firms will remain wary of using AI video generator tools in official marketing campaigns in fear of infringing on copyrights and intellectual property protections.
On 15 February, OpenAI introduced Sora as an AI model that can “understand and simulate the physical world in motion, with the goal of training models that help people solve problems that require real-world interaction." Videos showcased looked akin to professional video productions—a creative field that employed over 2 million people and generated over $1.3 billion in ticketing revenue in India last year. “Content creators without a unique style will see immense competition, and those with an inimitable style will see more viewers flock to them," said Siddarth Pai, co-founder at venture capital firm 3one4 Capital.
“Short-form content creation costs will crash, and social video apps will see a deluge of generative AI videos soon." Harsha Kumar, partner at Lightspeed Venture Partners, agreed, saying tools such as Sora “can potentially bring down the cost of creating short clips in the near term." In gaming, the likes of Sora can potentially open up the market to more creators. Salone Sehgal, founding general partner at venture capital firm Lumikai Fund, said that the advent of AI tools such as Sora is creating a new economy—“one that is transforming from video on demand, to content on command." “Large game designing firms that have technical depth and legacy workflows will struggle to meaningfully
. Read more on livemint.com
