David Jones, the chief executive of Brandtech Group, an advertising startup using generative AI to create marketing campaigns, says there is going to be “tectonic disruption” of the advertising and marketing industries due to tools such as Sora.
The creative sector hit back with the release of a silent protest album by 1,000 musicians and an open letter from leading creative figures including Dua Lipa, Sir Tom Stoppard and Sir Paul McCartney warning that the government was on the verge of agreeing a “wholesale giveaway of rights and income from the UK creative sectors to big tech”.
OpenAI says creatives and studios in locations where Sora is already available, such as in the US, have been using it to produce film and advertising concepts and pitches.
The result from a simple text prompt is only five seconds long – you can go to up to 20 seconds and also stitch together much longer videos from the tool – and the “actors” display tell-tale problems with their hands (a common problem with AI tools).
One of the UK digital artists who has experimented with the tool, Josephine Miller, told the Guardian it has expanded opportunities for “younger creatives” and she is already using it to pitch advertising concepts to brands.
