Is OpenAI Sora right for your business?

Everything you need to know about the new frontier of AI filmmaking

Is OpenAI Sora right for your business?
Katie Metz // Adriana Lacy Consulting

AI is becoming more sophisticated every second, and with it are tools and software that businesses can harness to improve their processes. ChatGPT has quickly become a household name as one of the most high-quality AI tools available. And now, OpenAI, the team behind ChatGPT, has revealed another AI tool that is taking the internet by storm: Sora.

Sora takes text prompts and turns them into videos. It's similar to Dall-E, which uses prompts and turns them into static images. But considering how much effort the AI has to put into a video versus a writing prompt or image, Sora's results are astounding.

So, what exactly is this new technology capable of? And is OpenAI's Sora worth it for your business? Here's everything you need to know about the new frontier of AI filmmaking.

Sora's features

Before you learn more about how you can use Sora, let's go over the many features that make it such a powerful video engineering tool:

  • High-definition video output, up to 60 seconds at 1080p (most competitors can only do about 20 seconds long)
  • Single video with multiple angle shots to help maintain visual style
  • Real-world physical modeling for improved realism
  • Flexible video size and extensions
  • Capability to connect multiple videos

Sora doesn't have an official price yet. But there's a high probability that the company will offer a free tier, allowing you to try the tool before committing. Regardless, the features Sora offers gives the impression that pricing could vary based on usage volumes, and that the ease of use will likely mean OpenAI's Sora could be a significant investment.

The case for video creation for your business

Sora can either make a new video from scratch or fill in an existing video. This makes it an excellent tool for businesses that need powerful editing tools but don't have anyone on hand with the background knowledge to utilize them fully.

Marketing videos

If you've ever had an idea for a marketing video that sounded too expensive or complex to film, then OpenAI's Sora is the tool you've been waiting for. You can create promotional videos and product demos for a fraction of the price if you shoot something on-site.

A good example would be a small business that wants footage of a specific location hundreds of miles away. They could figure out a way to get there, hire actors and a crew, and shell out the staggering cost it would be to film the video. Or they could simply use AI and produce a similar outcome for a fraction of the original cost.

Social media videos

Social media requires businesses to constantly output new content in order to remain at the forefront of consumers' minds. But creating consistent content isn't always easy, especially if you want it to be unique and engaging. However, with Sora, you can produce fast short-form videos for TikTok, YouTube, and Instagram, and the videos can involve virtually anything you'd like.

This level of creative freedom is ideal for businesses that need to have a saturated social media presence. That list of businesses is also growing by the second, making the case for one of the more universal uses of Sora that will pay dividends.

The drawbacks of Sora

There are some glaring issues with this new tech that should be noted. It's to be expected with AI that there are challenges, but it's important to know what they are before you invest in Sora.

Misinformation and disinformation

Fighting misinformation and disinformation online is an uphill battle when it comes to AI. The more popular AI becomes, the more engineers are playing catch up to ensure that AI videos aren't used to manipulate the truth. "Deep fake" videos are popping up everywhere thanks to AI, and they've already managed to convince swathes of people on social media that what's happening in an AI video is real.

Generating harmful content

Despite AI's sophistication, it's still arguably in its infancy and has a long way to go. Sora's freshness on the scene makes it equal parts exciting and problematic in this regard; considering that video is involved, there are myriad of ways that the AI could accidentally misinterpret a prompt, turning a video that was supposed to be tame into something extremely problematic.

It's essential to provide AI with enough context and details to prevent it from generating this content and, even more importantly, to ensure that this inappropriate content doesn't make its way onto your business's social media profile.

So, who benefits most?

Which companies should seriously consider using Sora? It's hard to determine its worth to some companies, considering OpenAI has yet to release pricing for this new tech. Still, any business that needs faster content creation would want to investigate Sora further upon its official release. It also shows promise as a tool for businesses that need to improve their marketing strategy but don't necessarily have the means to create high-quality videos.

Sora is an astounding AI tool that will shake up multiple industries. Hopefully with a better understanding of how it operates, you can be one of the businesses ahead of the curve and take full advantage of everything it offers.

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