Generating texts, realistic images, composing music, automating processes, and precise personalization – these are just a few capabilities of AI that can be used by any user, both for personal as well as commercial needs. Until recently, these capabilities were only a concept used in movies or science fiction books, but in recent years, progress in the development of artificial intelligence has been gaining particular momentum, opening up future options for using AI in everyday life and business, but also raising questions about the future of certain industries. 

The development of artificial intelligence technology is undoubtedly revolutionizing the way companies conduct their marketing and sales activities through digital channels. Advanced AI capabilities enable the creation of more effective and precise advertising campaigns and attractive product presentations on websites. Artificial intelligence assists in identifying market trends, analysis, and predicting consumer behavior, which brings significant value in making strategic marketing decisions. The advertising industry, on one hand, has gained access to a tool, that provides new opportunities for effective campaigns, but on the other hand, it raises questions in terms of the future of certain job positions. AI is currently unable to replace humans in the creative process, but it is definitely a helpful tool to support the realization of visions and ideas.

In February 2024 the world of video producers was stirred by the arrival of OpenAI’s latest prototype – Sora. Sora is a revolutionary artificial intelligence-based tool that enables the creation of high-quality, realistic video content. Using machine learning algorithms, Sora is able to analyze data such as text, images, and audio, to generate compound video productions, including complex scenes with multiple characters and a variety of camera movements. The text-to-video technology is nothing new, but what sets Sora apart from other solutions is its ability to create extremely realistic details that make the footage hard to distinguish from the actually recorded video.

The tool has the potential for use in a variety of industries, from advertising to e-commerce, education, and business in general. Through the use of artificial intelligence, video production can become more efficient in terms of both time and cost, as well as accessible to a wider range of consumers. Sora is still in an early stage of development but shows a future that could soon become a reality. 

Currently, Sora is capable of generating footage of one minute in length, and access is limited to selected testers – visual artists, designers, and filmmakers – to get feedback to further develop the tool. The authors also made sure to take appropriate security steps – both in the areas of disinformation, intellectual property rights, and violence.

Cover photography: Unsplash

Bibliography:

1. OpenAI, Sora https://openai.com/sora [access 03.03.2023] 
2. My Company Polska, OpenAI pozwoli na tworzenie video na podstawie opisu, author Sylwia Koźmińska, https://mycompanypolska.pl/artykul/openai-sora-text-to-wideo/14062 [access 03.03.2023]
3. Money.pl, Oto 10 niewiarygodnych filmów stworzonych przez sztuczną inteligencję SORA, https://www.money.pl/gospodarka/oto-10-niewiarygodnych-filmow-stworzonych-przez-sztuczna-inteligencje-sora-6997084564675264a.html [access 03.03.2023]
4. New Scientist, Realism of OpenAI’s Sora video generator raises security concerns, author Jeremy Hsu, https://www.newscientist.com/article/2417639-realism-of-openais-sora-video-generator-raises-security-concerns/ [access 03.03.2023]