As we charge head-first into the era of creative AI technology, I find it very difficult to ignore the impact it’s likely to have on the creative industry. In just 12 months, we’ve witnessed remarkable advancements in AI-powered video generation, and now Sora, the new platform from OpenAI looks to be pushing the boundaries of what’s possible.
While Sora is impressive, it does have its limitations. The model can struggle with accurately simulating complex scenes or understanding specific instances of cause and effect. However, as AI capabilities continue to evolve, these challenges are likely to be addressed very quickly, only improving the end result further.
Example of what Sora is capable of.
To the untrained eye, it’s completely conceivable for this video to have been produced by talented creative filming with his drone. But it’s not!
Here is the text prompt that was used to create this footage:
Drone view of waves crashing against the rugged cliffs along Big Sur’s Garay Point beach. The crashing blue waters create white-tipped waves, while the golden light of the setting sun illuminates the rocky shore. A small island with a lighthouse sits in the distance, and green shrubbery covers the cliff’s edge. The steep drop from the road down to the beach is a dramatic feat, with the cliff’s edges jutting out over the sea. This is a view that captures the raw beauty of the coast and the rugged landscape of the Pacific Coast Highway.
OpenAI has shared several examples of videos that Sora has generated on its website and it’s hard to deny how impressive they are, even to the trained eye. But when you move past the initial excitement, I find it hard not to think about who will suffer as a result of this technology!
Think about stock websites for a second, it’s clear to see that AI videos like this could easily make websites like Adobe Stock and Shutterstock obsolete. People will simply write their prompt into OpenAI and hey presto, a passable video is presented to you in minutes if not seconds.
Now, let’s move on to the creators of videos like this, those who create for clients or simply to re-sell on stock websites. What creative purpose will they serve in a world where anyone can type a prompt into OpenAI and get whatever they like for a small monthly fee!
This isn’t just about the potential loss of jobs or revenue; it’s about the loss of human creativity and expression. As AI becomes more sophisticated, there’s a danger that the unique perspectives and insights that only humans can provide will be overshadowed by algorithmic efficiency.
These are difficult questions with no easy answers. But one thing is clear: we must continue to engage in open dialogue and collaboration to navigate the challenges ahead.
Why not share your thoughts with us on the impact of AI on creativity, are you excited or terrified by these developments?