OpenAI's video generator Sora could take advertising places—and quick
Sora, a new service from OpenAI that produces one-minute videos in response to a textual prompt, isn’t yet available to the public. But the videos it has released are striking for their vividness, their detail, and, if this is the correct term for an AI tool, their imagination. It is worth considering the future economic consequences of this development.
First, Sora is unlikely to put Hollywood out of business. Eventually these videos will get much longer, but it remains to be seen how well AI can construct long story arcs and integrate them with images into a commercially appealing package. That still seems a long way off, and cost is an additional consideration.
The more clear and present danger to Hollywood is that would-be viewers might start making their own short videos rather than watching TV. “Show my pet dog Fido flying to Mars and building a space colony there" is perhaps more fun than many a TV show. Sora and comparable services will lead to a proliferation of short educational videos, internal corporate training videos, and just plain fooling around.
Sora probably will be good for TikTok and other short video services. It is not hard to imagine services that splice your Sora-constructed videos into your TikTok productions. So if you’re doing BookTok, for example, maybe you put a battle re-enactment in the background of your plug for your new book on the US Civil War.
Perhaps the most significant short-run use of these videos will be for advertising — especially internet advertising. Again, there is the question of how to integrate narrative, but the costs of creating new ads is likely to fall. More advertising may sound like a mixed blessing.
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