Lifelike videos with Sora: opportunity or danger for companies and agencies?

Sora is the name of the new baby from the ChatGPT developers at OpenAI. It is still only available to a few test users, but some of the video clips created with it are so lifelike that film-makers are already looking for other jobs and there are calls for mandatory watermarks. However, the tool also offers huge opportunities in advertising and marketing. This requires the right guidance and concepts from experienced creative minds and marketing specialists in order to successfully integrate the videos into your own communication strategy, as Evernine shows.

Just over a year after OpenAI surprised and in many cases shocked the world with texts ready to print via ChatGPT, Sora is yet another supposed attack on a highly qualified professional group. This time it's the film and advertising industry. Sora can convert text into videos that look so astonishingly lifelike that some media professionals are already beginning to wonder whether their job will still exist tomorrow.

 Will film-makers and creative professionals now be unemployed?

One could argue that Sora and similar tools can actually increase the productivity of media professionals and full-service agencies such as Evernine, not only in creative terms, but also in terms of the otherwise difficult or expensive search for suitable video material. In addition, CO2 emissions can be saved if film teams no longer have to travel halfway around the world for a shoot.

The conviction is clear: the relevance of agencies will increase with GenAI, because ChatGPT, Sora and Adobe Firefly are not a sure-fire success, but require a great deal of experience, expertise and creativity, as this article shows with regard to Adobe Firefly.

 Evernine sees the opportunity for agencies in particular

In advertising, it's all about attracting attention in a short space of time, and the attention span of media consumers is getting shorter and shorter. Renault repeatedly attracts attention with funny adverts such as the one featuring a white sausage versus a baguette in a crash test. The ‘wackier’ such clips are, the less credible they are, but they can still ensure that short attention span that burns itself into the memory. And who believes in a white sausage in a crash test? Advertising thrives on exaggeration, the more exaggerated, the less risk there is that the images shown will be taken at face value.

Sora can realise such video clips in no time at all and relieve marketers and advertisers of a lot of time-consuming work. However, neither ChatGPT nor Sora can provide the level of thought required to design and suggest alternative, offbeat or humorous imagery. It takes experience, expert knowledge and creativity to create qualified prompts that match the marketing message and thus commission the right video and image material.

Do you need support in creating and implementing your communication strategy with the help of AI? We will be happy to advise you and support you with our concentrated AI expertise - contact us!