A recently developed artificial intelligence software claims to generate brief videos based on basic textual instructions, causing apprehension and inquiries from members of the creative and media industries.

On Thursday, OpenAI announced that it is currently testing a new text-to-video model named “Sora.” This technology, which follows their previous creations ChatGPT and DALL-E, will enable users to easily generate lifelike videos using basic prompts.

The startup, located in San Francisco, claims that Sora has the ability to create intricate scenes with multiple characters, specific movements, and precise details of both the subject and background. However, they acknowledge that there are still some limitations, such as potential confusion between left and right.

Here are initial responses from various industries that may be impacted by the recently introduced generative artificial intelligence (AI) tool:

There are various clips on OpenAI’s website that have been created by Sora, showcasing a diverse combination of styles and topics. These include what appears to be authentic drone shots above a bustling marketplace, as well as an animated creature resembling a bunny hopping through a wooded area.

Thomas Bellenger, the creator and artistic leader of Cutback Productions, has been closely monitoring the development of generative AI image creation.

According to Bellenger, some believed it was an unstoppable movement that was rapidly advancing, while others simply chose to ignore it. Bellenger’s company, based in France, has produced impressive visual effects for popular touring artists like Stromae and Justice.

He stated that the emergence of generative AI has sparked intense discussion within the company and elicited strong reactions at times.

Bellenger pointed out that Sora has not yet been launched, thus its functionalities have not yet been evaluated by the general population.

Bellenger stated that the recent technological advancements were unexpected and unprecedented, occurring in a matter of weeks.

He stated that regardless of what the future may bring, they will discover methods to produce in a different manner.

Creators have varying responses.

The introduction of a new invention has the potential to affect video game developers, with opinions within the industry divided between those who are willing to adopt the new tool and those who are concerned about being replaced by it.

Ubisoft, a prominent video game company based in France, praised the OpenAI announcement as a significant advancement that could empower players and development teams to unleash their creativity.

“A representative from Ubisoft informed AFP that they have been examining this possibility for an extended period of time.”

Alain Puget, the head of the Nantes-based company Alkemi, stated that he will not substitute any artists with AI technology. He believes that AI tools simply replicate the work of humans.

However, according to Puget, this tool, which has a strong visual impact, could be utilized by smaller studios to create higher quality images.

Puget anticipates that tools like Sora will eventually be able to replace the current method of utilizing video “cut scenes” to progress game storylines, as it differs from player-controlled gameplay.

‘A terrifying leap’

Basile Simon, a former journalist and current researcher at Stanford University, believes that there has been a significant advancement in generative AI over the past year. This has enabled the quick production of realistic-looking fabrications.

He is concerned about the potential misuse of these tools during elections and worries that the public may become unsure about what information to trust.

Julien Pain from France Info’s show “Vrai ou Faux” (True or False) on television expresses concern over the misuse of AI technology.

Pain stated that previously, it was relatively simple to identify counterfeit images by observing the recurring faces in the background. However, the capabilities of this new software appear to be on a higher level.

The statement suggests that although OpenAI and American technology giants advocate for safety measures like universal watermarks to identify AI-generated images, there is concern about the actions of future rivals in China and Russia.

The Fred & Farid company, known for its partnerships with Longchamp and Budweiser, recently launched a dedicated AI studio. They predict that “80 percent of brand content will be created using artificial intelligence.”

One supporter argued that generative AI tools will remove the restriction on “creative genius” caused by production skills.

Stephanie Laporte, the creator and leader of the OTTA advertising and influencer agency, is convinced that this technology will compel the industry to develop and change.

She predicts that advertising companies with limited budgets will turn to AI tools in order to cut costs on employees.

One potential deviation, in her opinion, could be in the high-end market. Here, companies prioritize authenticity and may use AI sparingly.

Source: voanews.com