Creating video from text with AI

From 0-100 in the blink of an eye.

The pace at which AI is changing content creation is crazy.

A year ago, it struggled to render fingers. The announcement of Sora, an AI model capable of creating realistic and imaginative scenes via text instructions, looks set to be a game-changer.

Sora generates complex scenes with dynamic characters, detailed motion, and intricate settings. The AI understands the essence of prompts, translating them into visual representations with emotional depth.

This model sets a new standard for AI creativity, with the ability to produce content that resonates on a human level. It could be used in many ways: from communicating a basic idea to a social media snippet, to a long-form video. Social CGI has the potential to be revolutionised almost before it has taken root.

We predict that agencies and brands will incorporate Sora into their workflow. Most crucially, it could speed up the visualisation and storyboarding phases, supercharging the journey from creative ideation to realisation.

There will probably be a shift away from traditional stock image and video platforms like Shutterstock and Unsplash. This started some time ago. Sora might be the middle of the end.

There’s a lot to consider as the technology evolves, not least the fact that the eye-catching examples we’ve seen so far will have been hand-picked by OpenAI to show off the power of Sora.

The big questions:

Will AI be capable of producing consistent styling prompt by prompt?

What’s the source material used to train the model?

Who owns the rights to it?

How accurately will it be able to bring a genuine creative vision to life?

In a world flooded with AI content, the value of quality curation and storytelling that connects will soar. Leaving an emotional mark is mandatory, and the human touch is thus far unsurpassed.

As we outlined in our 2024 Trends Report , the growth in “fake” content like social CGI and AI-generated video doesn’t remove the need for truth at the heart of communications. Brands that excel in offering curated, contextually relevant, and culturally resonant content will lead the way.

Genuine and original creative expression still stands out. Unfiltered content like Mark Zuckerberg's direct comparison of VR headsets or Kanye West's Super Bowl ad ($19m in revenue!) highlights our ever-growing appetite for authenticity.

If AI-generated content lacks that heart, will social platform algorithms deprioritise it in favour of posts that make a more meaningful connection?

Brands and creators that embrace uniqueness and personal engagement will capture attention and loyalty.

Authenticity, creativity, and thoughtful curation are the hallmarks of success in the new attention economy.

#sora #ai #contentcreation #videoproduction

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