The Emergence of Groundbreaking New Technologies: A Closer Look at Sora AI. The advent of revolutionary new technologies often evokes both excitement and apprehension regarding their impact on our lives. This was certainly the case with the public release of ChatGPT on 30 November 2022. Sora AI, the new tool from OpenAI, attracted over a million users within five days and 100 million in two months, breaking records for user acquisition speed previously set by Instagram, Netflix, and TikTok.
The Launch of Sora AI
Another significant date that marketers have added to their innovation calendar is 15 February 2024, when OpenAI introduced their latest creation, Sora AI.
This new tool allows users to generate films up to 60 seconds in length without sound. It is worth noting that the published films are remarkably realistic, showcasing scenes such as dogs playing in the snow, Tokyo in winter, a trailer for a film featuring an astronaut, and a cat strolling.
From a tourism perspective, a particularly striking example is a film of Santorini, created from the following prompt: “Aerial view of Santorini during the blue hour, showcasing the stunning architecture of white Cycladic buildings with blue domes. The caldera views are breathtaking, and the lighting creates a beautiful, serene atmosphere.”
What Films Can Sora AI Generate?
What seemed like a possibility for the distant future is now within reach. While Sora AI remains in the testing phase and is available to a select few, the initial films released on social media have made a significant impact and sparked imagination about the potential applications in marketing and the risks they might pose across various aspects of our lives.
Prompt: “A litter of golden retriever puppies playing in the snow. Their heads pop out of the snow, covered in.”
Sora’s ability to generate realistic films opens up extensive opportunities for diverse applications. It can be utilised for creating a range of content, from educational and entertainment purposes to advertisements and social media videos.
With its capacity to produce scenes featuring multiple characters, dynamic camera movements, and detailed visuals, Sora holds potential for film and animation creators. However, it currently appears more as a threat than a blessing. Sora excels in animating existing images, editing pre-existing films, and combining various graphics and video materials into a cohesive whole.
In the past two weeks, OpenAI has continued to release generated films, which also reveal some imperfections of the model, such as difficulties with accurately rendering fingers. Nevertheless, as time progresses, artificial intelligence is likely to reduce and eliminate these issues.
Prompt “Beautiful, snowy Tokyo city is bustling. The camera moves through the bustling city street, following several people enjoying the beautiful snowy weather and shopping at nearby stalls. Gorgeous sakura petals are flying through the wind along with snowflakes.”
Are the Benefits the Same?
As with ChatGPT, questions arise about which professions might disappear or how many people could lose their jobs. Undoubtedly, those who do not adapt to these new possibilities in their professions will be at risk of job loss. Therefore, it is crucial to stay abreast of these changes and invest in education and acquiring new skills that these tools offer content creators. This revolution is unlikely to be halted. Will influencers still be relevant if they can be replaced?
Prompt: “A movie trailer featuring the adventures of the 30-year-old spaceman wearing a red wool knitted motorcycle helmet, blue sky, salt desert, cinematic style, shot on 35mm film, vivid colours.”
However, the use of Sora AI is not without risks. Threats include the potential for creating disinformation through highly realistic deepfakes, which could have serious consequences for brand credibility, public figures, and the authenticity of information. Consequently, it is essential to implement appropriate safeguards and ethical practices, which I hope will be established.
Generating Films for Tourism
For the tourism industry, MICE industry, and destination marketing, Sora AI opens new horizons. This tool enables the creation of engaging tours, presentations of conference venues, tourist attractions, or even comprehensive campaigns promoting events or locations.
Prompt: A stylish woman walks down a Tokyo street filled with warm glowing neon and animated city signage. She wears a black leather jacket, a long red dress, and black boots, and carries a black purse. She wears sunglasses and red lipstick. She walks confidently and casually. The street is damp and reflective, creating a mirror effect of the colorful lights. Many pedestrians walk about.
Marketers will be able to leverage these capabilities to develop unique and memorable promotional materials that distinguish their offerings from the competition.
Sora Prompt: “Drone view of waves crashing against the rugged cliffs along Big Sur’s Garay Point Beach. The crashing blue waters create white-tipped waves, while the golden light of the setting sun illuminates the rocky shore. A small island with a lighthouse sits in the distance, and green shrubbery covers the cliff’s edge. The steep drop from the road down to the beach is a dramatic feat, with the cliff’s edges jutting out over the sea. This is a view that captures the raw beauty of the coast and the rugged landscape of the Pacific Coast Highway.”
In recent months, I have written about how destinations have used MidJourney or ChatGPT in city and country promotional campaigns. I now eagerly anticipate the creative uses of Sora AI.
You can view more films below or on the official website openai.com.
What Does the Future Hold?
In summary, Sora AI represents another groundbreaking advancement in marketing, offering tools capable of revolutionising how we communicate with audiences. However, it is important to remember the responsible use of this technology (both as creators and consumers), bearing in mind potential risks and striving to maintain high standards. Yet human nature being what it is, I remain cautious.
