After Sora, what remains?

Ethical and legal issues relating to privacy and fairness are increasingly emerging, and the progress awaiting this type of software must be made with this in mind.

God wills it, Man dreams it, and Sora is born. Following a start to the year filled with highly relevant announcements in the realm of generative artificial intelligence (GenAI), OpenAI—whose name has been widely circulated—once again pushed the boundaries of what was thought possible by introducing Sora to the world. In essence, Sora is software that transforms text instructions (prompts) into remarkably realistic videos, taking a giant leap in dissolving the limits of imagination.

As we are—or should be—accustomed to, this product from the company co-founded by Sam Altman raises essential questions that need consideration. Usability is one of the first points that comes to mind. While ChatGPT, the firstborn, promised to be a tool for millions worldwide, facilitating various daily tasks (and it succeeded!), Sora suffers from a narrowing syndrome. As far as we can discern, its use will be more focused on industries with specific multimedia and marketing content needs.

One market that stands out for this new platform, which hasn’t received much attention yet, is the fashion industry. Fashion has been seeking new ways to engage consumers and enhance the shopping experience since the advent of the metaverse. By merging virtual reality (VR) with Sora’s content generation capabilities, it may become possible for customers to try on clothing virtually in real time, akin to the popular game Sims. This complete customization in the shopping experience will undoubtedly drive decidedly different and increasingly disruptive marketing strategies, emphasizing the “marketing of the moment.”

Beyond the specificity of industries, the narrowing use of?Sora?is also currently constrained by its processing requirements. The two main challenges in this field are interconnected and relate to the immense number of?Graphics Processing Units (GPUs)?needed to enable Sora’s operation. Additionally, the sustainability factor comes into play—an increasingly critical consideration in developing current technologies.

In a smaller-scale analogy, similar to technologies that rely on blockchain, the energy consumption associated with processing these units, coupled with intermittent shortages and its price, still prevents optimized utilization. As a result, widespread availability of this tool to the entire population remains elusive.

Finally, the million-dollar question is?cybersecurity, ethical and responsible use of AI and GenAI.

Where does this intelligence draw its inspiration? What data is used, and how can it be protected? These ethical and legal questions related to privacy and fairness will continue to arise, and the anticipated progress in this type of solution must be approached with these considerations in mind.

I even asked ChatGPT what it thinks of its younger sibling. Despite being trained by the parent company, it’s reassuring to hear that Sora “can help drive innovation across various fields, from medicine to education, providing valuable insights and creative solutions to existing challenges.” However, ensuring that Sora is developed and used ethically and responsibly is equally important. I wholeheartedly agree.

Sometimes, amidst all the innovation, losing our way is easy. Amidst the vast potential for use, we must keep in mind that Responsible AI practices should be put at the helm. Let’s focus on catching the right winds and charting new paths, ensuring that the impact we genuinely want to create in society benefits everyone.

Column originally published in Portuguese on Publico. Please refer to the original column at: https://www.publico.pt/2024/03/02/ciencia/opiniao/sora-sobra-2082125

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#genai #responsibleai #ethicalai #sora #openai #ai

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