?? Unboxing 12 days of OpenAI
Each week we'll gather headlines and tips to keep you current with how generative AI affects PR and the world at large. If you have ideas on how to improve the newsletter, let us know!
What You Should Know?
Unboxing the 12 Days of OpenAI (so far)
??? On the first day of Shipmas, Sam Altman gave to we, a new model and subscription fee. ????
OK, OK, we won’t go through the whole song. Today is only Day 4 of the “12 Days of OpenAI,” anyway. Things had been pretty quiet for the last month or so from the ChatGPT creator, until last week, when CEO Sam Altman vowed to launch a new offering for 12 straight (business) days. The biggest deployment so far was Monday’s long-awaited launch of the video generation tool Sora, which was first announced in February.
So far, Sora is available to Plus (50 generations per month) and Pro (500 generations per month at high resolution) accounts, but Altman tweeted his team “significantly underestimated demand,” and account creation is currently paused, so rollout may take longer than expected.?
The video generator could make a huge impact on the content we see every day. Anyone can write content on their own (AI just makes the process more efficient and offers new ideas) but not everyone has the (often expensive) equipment to direct, produce, and edit video. Putting a tool capable of all those things in the hands of communicators could open up new, creative ways of storytelling for brands. Perhaps video will start to overtake static images on websites or brands will have an easy way to reach new audiences on short-form video platforms like TikTok and YouTube.
Sora is the biggest “gift” so far, following a full release of the o1 model, a Pro tier that Altman said only the most powerful power users will really need, and an expansion of OpenAI’s Reinforcement Fine-Tuning Research Program. While it seems unlikely anything else as impactful as Sora will drop, communications pros should have plenty of new AI toys to experiment with during what’s left of 2024.
Elsewhere …
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Tips and Tricks
?? Put a pin in that
What’s happening: Time seems to move faster at the end of the year. Deadlines are piling up and so are content requests. Sometimes, in our haste, we don’t have all the elements we need, but we have to keep chugging along anyway. If you leave a placeholder, AI can fill it in later, using context from the rest of the content.
What we mean: While AI can help create content from scratch, it can also be a second set of eyes if you’re drafting something on your own. Say you’re racing through a blog post and you hit a roadblock because one word just doesn’t seem right. Instead of stopping to figure it out, you can leave a placeholder like TK (shorthand for “to come”) and come back to the draft later with AI.?
How it works: When you paste your content into an AI tool, along with your other instructions, ask it, “What’s the best word or phrase to replace TK?” If you’re using ChatGPT’s canvas feature, you can simply highlight the placeholder, click the “Ask ChatGPT” button, and ask for a replacement in your prompt. Similar process if you’re using Claude’s artifact feature — highlight the placeholder, click the “Improve” button, and type out your prompt.?
Leaving these placeholders along the way keeps you from stopping your progress as you create content — especially if time is of the essence.
Quote of the Week
“Our industry has an unfortunate history of having disruptive emerging technologies inflicted upon it, putting us on the defensive and forcing us to begrudgingly adapt. But this time around, it feels like we’re taking some welcome initiative. Fantastic.”
— Chase Davis, Head of the AI Lab at the Minnesota Star Tribune, in a Nieman Lab blog post on AI predictions for 2025?